Nike’s Trademark Application for Bronny James’ “B9” Logo Has Been Denied

 SummaryThe United States Patent and Trademark Office has officially rejected Nike’s trademark application for Bronny James’ “B9” signature logoExamining attorney P. Scott Craven cited a “likelihood of confusion” with an identical trademark previously registered by Back9 Golf ApparelNike now has three months to appeal the ruling, modify the design, or attempt to negotiate a consent agreement with the Austin-based brandNike has hit a legal roadblock in its efforts to brand Los Angeles Lakers guard Bronny James, as the United States Patent and Trademark Office (USPTO) recently denied the sportswear giant’s application for his signature “B9” logo. According to examining attorney P. Scott Craven, the federal agency officially refused the trademark due to a “likelihood of confusion” with an already-registered mark owned by Back9 Golf Apparel, an independent company based in Austin, Texas.Both Nike and Back9 filed their respective trademarks under general clothing and apparel usages without limiting the scope of their sales channels. Back9, which began utilizing its mark in 2020 and officially registered it in 2022, features an overlapping “B9” in a stylized racing font on a black background. Conversely, Nike’s logo for the 21-year-old Lakers rookie embeds a number “9” inside an Old English-style lowercase “b.” Despite these visual differences, the USPTO concluded that the core elements are identical and that the marks are “similar in appearance, sound and commercial impression.” Because neither application specified distinct retail environments for golf or basketball, the agency assumes the goods would target overlapping customers.The trademark denial arrives shortly after Nike unveiled the LeBron IX Witness PER, a special sneaker honoring James’ recovery and journey to the NBA that prominently displays the red “B9” insignia. Moving forward, Nike has a three-month window to respond to the government’s ruling. To bypass the rejection, the company’s legal team can appeal the decision by arguing the stylized designs are sufficiently distinct, subtly alter the logo’s literal elements to refile, or attempt to negotiate a potentially costly consent agreement directly with Back9 Golf Apparel.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, 2026Click here to view full gallery at Hypebeast