Nike has been refused a trademark for Bronny James‘ “b9” logo that appears on shoes have been worn in games by the second-year Lakers player and are being sold by the sports apparel giant.
The U.S. Patent and Trademark Office notified Nike of its decision with a letter of refusal earlier this week, citing “likelihood of confusion” with an already-registered mark by the Back9 Golf Apparel company.
“Applicant’s mark, B9, is confusingly similar to the registered mark, B9,” the refusal letter states. “The marks are similar in appearance, sound, and commercial impression. In addition, the marks are essentially phonetic equivalents and, thus, sound similar. Similarity in sound alone may be sufficient to support a finding that the compared marks are confusingly similar.”
Nike did not immediately respond to a request for comment from The Times.
The James logo features a lowercase “b” with a “9” embedded in the center (where a hole normally would be). The Back9 logo has a capital “B” and a “9” of the same size next to each other. The logos are in different fonts.
In its trademark application, filed on Feb. 27, Nike had indicated the intention of using the logo on seemingly all types of athletic apparel, including footwear, headwear, shirts, pants, shorts and jackets. Polo shirts and golf caps were listed among the many specific examples of possible uses.
The refusal letter notes the use of similar or identical language in the description of goods in Back9’s trademark application, which was filed in May 2021 and approved a year later.
“The overriding concern is not only to prevent buyer confusion as to the source of the goods, but to protect the registrant from adverse commercial impact due to use of a similar mark by a newcomer,” the letter states. “Therefore, any doubt regarding a likelihood of confusion determination is resolved in favor of the registrant.
“Here, because the marks are similar and the goods are related and/or legally identical, there is a likelihood of confusion as to the source of applicant’s goods, and registration is refused pursuant to Section 2(d) of the Trademark Act.”
Nike has until July 13 to appeal the decision.
The Lakers, seeded No. 4 in the Western Conference, start their opening-round playoff series against the No. 5 Houston Rockets on Saturday at Crypto.com Arena.
Lakers guard Bronny James blocks a shot by Spurs forward Kelly Olynyk at Crypto.com Arena on Feb. 10.
(Gina Ferazzi / Los Angeles Times)
For the second consecutive game Friday, Lakers coach JJ Redick called the second-year guard’s number for important minutes.
Not to complete garbage time chores. Not as a gimmick to please the King. But because he needed a ball-handler he could trust after the regular rotation got wonky in the second quarter of the Lakers’ 116-99 victory over the Brooklyn Nets at Crypto.com Arena.
For the second consecutive game, Bronny helped buoy the Lakers. In four minutes, he had a deflection and drained a three-pointer that not only keyed a much-needed 9-0 Lakers run but also was the first father-to-son assisted basket in NBA history, coming on a pass from LeBron.
His former teammate sees in Bronny what his current teammates do: A hard worker who needs only to nurture his confidence to be able to contribute in the NBA.
“He’ll be great,” Williams said. “Especially starting off on the defensive end. He can guard one through four, pick up full [court,] have good ball pressure. On the offensive end, he’s a gamer. He can make shots, he can drive the ball. He can get his teammates open. The biggest thing with him is just keeping that confidence.
“When he’s confident and he’s in flow state, in rhythm, he’s a great, great player. … He’s just gotta keep working.”
Bronny’s been working in the G League the last two seasons, bouncing between the big leagues and the developmental circuit, where last season his averages were solid — including 21.9 points, per game — but nowhere near as efficient as they’ve been this season. In 13 games, he’s averaging 14.8 points on 54.7% shooting, including 41.7% from three-point range.
Lakers forward LeBron James greets his son, guard Bronny James, on the court during a game against the Clippers at Crypto.com Arena on Nov. 25.
“He’s always been able to shoot the ball. He shot the ball at a high level pretty much throughout his years of playing ball. So I just think there’s the confidence in the rhythm and just getting the strength back and his wind and everything. Everything is just coming back.”
That’s carried over to the big club; Bronny is shooting 41.9% from three-point range in those instances when Redick has called on him — as he also did in a 137-130 victory over the Indiana Pacers on Wednesday.
In that victory, Bronny had four points, two steals and a block in 13 minutes. Redick credited the 21-year-old with settling the team with a pull-up jumper with 3:55 to go in the game, which was the second this season LeBron and Bronny played together.
The first time it happened, in the season opener in 2024, the prevailing thought was that it wouldn’t happen again for a long time — and if it did, something had probably gone very wrong for the Lakers that game.
But that’s not the case. No, because Bronny has made a convincing case as an NBA player.
“I’ve been wanting to play basketball my whole life,” Bronny said. “It’s a dream come true. I’m so privileged to be able to play basketball for a job and I love every single second of it. My teammates embrace it. I’m best friends with all my teammates and my coaches. I’m just happy to be here.”
He’s become an effective plug-and-play piece — and not on a tanking Nets team that regularly runs out G League-caliber players, but on a playoff-bound Lakers team that has won 14 of its last 16 games.
The No. 55 draft pick in 2024, Bronny has surpassed Dalton Knecht, the 17th pick in that same draft, in the Lakers’ pecking order.
He’s become a player who can be counted on, and he’s especially valuable to a team that happens to badly need youth and athleticism, as the Lakers do.
You want to talk twists? How about whatever happens with LeBron — when, or if, he retires — the Lakers should seriously consider keeping Bronny in the fold. Seriously.
