In a bold move, reigning NFL MVP Lamar Jackson has taken a stand against Pro Football Hall of Fame quarterback Troy Aikman over the use of their shared No. 8. Jackson has filed a complaint with the U.S. Patent and Trademark Office, alleging that Aikman’s attempt to use “EIGHT” on apparel and bags could potentially deceive the public and cause confusion regarding the origin of the products.
Jackson, who has invested significant time and resources into promoting the number 8 as part of his personal brand, has filed appeals against FL101, a company associated with Aikman, for their use of “Eight” on various consumer products. Despite both athletes having a strong connection to the number 8 throughout their careers, Jackson argues that Aikman’s recent trademark applications infringe upon his existing trademarks, such as “Era 8 by Lamar Jackson” and “You 8 yet?”
Trademark expert Christine Farley from American University notes that while it may seem unusual to trademark a number, the reality is that almost anything can be trademarked, including sounds, colors, and even numbers. The key factor in trademark disputes is the potential for consumer confusion, which Jackson’s attorney asserts is present in this case due to the similarity between the products bearing the “Eight” mark.
The landscape of trademarks involving the word “eight” or the numeral “8” is vast, with thousands of active trademarks in the USPTO database. Aikman’s legal team may argue that consumers are unlikely to be misled by the presence of a number on a product, but Jackson’s camp remains steadfast in their belief that the use of “Eight” by FL101 creates a commercial impression that is too closely aligned with Jackson’s own brand.
The battle between Lamar Jackson and Troy Aikman over the number 8 is a reminder of the significance athletes place on their personal brands and the lengths they are willing to go to protect them. With a deadline looming for FL101 to respond to the trademark office, the outcome of this dispute will not only impact these two football legends but also set a precedent for how numbers are viewed in the world of trademarks.
Beyond Jackson and Aikman, the number 8 holds special significance in the world of sports, with other legendary athletes like Steve Young, Cal Ripken Jr., Kobe Bryant, and Alex Ovechkin sporting the number during their illustrious careers. The debate surrounding the ownership of a number may seem trivial to some, but for athletes like Jackson and Aikman, it represents a crucial aspect of their identity and personal brand.
The feud between Lamar Jackson and Troy Aikman serves as a reminder of the complexities of trademark law and the importance of protecting one’s brand identity. As the legal battle unfolds, the future of the number 8 in the world of sports trademarks hangs in the balance, highlighting the enduring legacy and significance of a simple number.