Nike has hit a legal roadblock in its branding venture for Los Angeles Lakers player Bronny James. The U.S. Patent and Trademark Office (USPTO) has rejected Nike’s application for James’ “B9” logo, due to potential confusion with an existing trademark. Examining attorney P. Scott Craven determined that the design is too similar to a trademark already held by Back9 Golf Apparel, a company from Austin, Texas. This decision complicates Nike’s marketing plans for the 21-year-old rookie, who was to use the logo in his personal branding for apparel and footwear.
The scrutiny of Nike’s B9 logo application arose because both Nike and Back9 Golf Apparel registered their trademarks under general clothing and apparel categories without specifying sports-related sales channels. Back9 Golf Apparel started using its “B9” design in 2020 and registered it in 2022, featuring a racing font on a black background. Nike’s version places the number “9” inside a lowercase “b” in Old English style, offering a distinct look. Despite these differences in style, the USPTO found the core elements to be identical, stating that the marks are “similar in appearance, sound and commercial impression.” With no clear retail separation between golf and basketball markets, the agency assumes the products might target the same consumers.
The Timing and Product Impact
BREAKING: The trademark application for Bronny James’ “B9” logo under Nike has been DENIED 🚨
“The USPTO turned down the application because examining attorney P. Scott Craven deemed the logo too similar to the ‘B9’ logo created by Back9 Golf Apparel, a company out of Austin,… pic.twitter.com/FXsI1Z2WKY
— Basketball Forever (@bballforever_) April 14, 2026
Nike faces this trademark denial at a challenging time, having recently launched the LeBron IX Witness PER, a sneaker celebrating Bronny James’ journey to the NBA. This shoe prominently features the contested “B9” logo, now in legal uncertainty. The trademark issue could disrupt marketing efforts and product launches based on the logo unless Nike quickly resolves the conflict.
Back9 Golf Apparel’s earlier trademark registration grants it the legal authority to defend its mark against potential dilution. The 2022 registration takes precedence over Nike’s application, establishing priority rights. In intellectual property disputes, first use and registration typically outweigh later applications, regardless of the applicant’s market size or resources.
Nike’s Options Moving Forward
Nike has three months to respond to the USPTO’s decision and explore several strategic options. The company can appeal by arguing that the designs are distinct enough in their artistic style and intended audiences. This would involve demonstrating that basketball and golf fans form separate markets unlikely to confuse the logos.
Alternatively, Nike could modify the logo’s design elements and reapply with changes that further distinguish it from Back9’s mark. This might include altering font style, orientation, or adding new elements. Another option is negotiating a consent agreement with Back9 Golf Apparel, though such deals often require significant financial terms and licensing agreements.
Broader Implications for Athlete Branding
LeBron IX Witness PER for Bronny inspired by his recovery and journey back to the court. pic.twitter.com/NyR1VzgwKA
— Nike Basketball (@nikebasketball) April 12, 2026
This rejection underscores the challenges athletes and their sponsors face in creating personal brands within a crowded trademark field. Even large companies like Nike must navigate existing intellectual property rights, regardless of an athlete’s fame or market impact. It highlights the importance of thorough trademark searches during brand development, especially when using common numbers or initials that may already be in use.
For Bronny James, just starting his professional career, this trademark issue is an early lesson in business challenges beyond basketball. His jersey number and initials provide a natural branding base, but also increase the likelihood of conflicts with existing trademarks. Nike’s next steps will determine if the “B9” logo becomes a central part of his brand or needs a redesign to avoid ongoing legal issues.
Featured image: Michael Hickey/Getty Images
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