Trademark Battle Erupts Over 'Drag-N-Drive' Term in Drag Racing Community

In January 2022, Made In The USA, Inc., headquartered in Westfield, Indiana, filed an application with the United States Patent and Trademark Office (USPTO) seeking to trademark the term “DRAG-N-DRIVE.” This phrase is widely recognized within the drag racing community as a generic descriptor for events that combine drag racing with road driving segments, where participants race at multiple venues while driving their race vehicles between locations without support vehicles or towing.

On May 2, 2023, the USPTO granted Made In The USA, Inc. a trademark registration on the Supplemental Register for “Drag-N-Drive.” The registration covers entertainment services specifically related to organizing, promoting, and conducting automobile racing and exhibitions. This decision quickly ignited controversy among drag racing enthusiasts and event organizers who have long used the term descriptively.

Community backlash was immediate and vocal. The trademark enforcement led Made In The USA, Inc. to issue cease and desist letters to prominent entities, including the website “Drag and Drive Life,” which publicly announced it was forced to change its name due to the trademark claim. This enforcement action highlighted the tangible impact on grassroots organizers and participants who had used the term generically for years.

The dispute has sparked broader discussions about the appropriateness of trademarking terms that are widely used within niche communities. Podcasts and YouTube channels such as Cooper Bogetti’s show and “Trailer Burnouts” have hosted episodes featuring stakeholders and legal experts debating the ethical and legal merits of the trademark. Tim Heidenreich, owner of Midwest Drags and associated with Made In The USA, Inc., expressed concern over the trademark’s effect on community culture during an episode of the Cooper Bogetti Podcast, stating, “It’s not about the name; it’s about the culture and the people who built it.”

The controversy escalated when, on March 3, 2025, Adam Dorey, known as “Airborne Announcer,” filed a petition to cancel the “Drag-N-Drive” trademark. The petition argues that the term is generic and has been widely used within the drag racing community long before Made In The USA, Inc.’s claimed commercial use starting June 5, 2019.

The petition, supported by nearly 1,000 petitioners from the drag racing community, presents evidence that “Drag-N-Drive” is a generic and descriptive term. It references usage dating back to 1960, including a book titled Dragging and Driving by Tom MacPherson, to challenge the originality of the trademark. The petition also cites a public podcast statement by Tim Heidenreich admitting the term was chosen to describe the activity rather than as a unique brand.

Further allegations in the petition accuse Made In The USA, Inc. of harming the community by charging license fees and requiring approval of merchandise bearing the term, disproportionately affecting smaller event organizers. The petition states, “They are preying on the small events and promoters… and have not tried to seek a license agreement with larger entities,” suggesting selective enforcement tactics.

As of early 2025, the USPTO lists the trademark status as “CANCELLATION PENDING,” indicating formal proceedings are underway before the Trademark Trial and Appeal Board (TTAB). Both parties have submitted extensive documentation: the petitioners emphasize the term’s generic nature and historical usage, supported by affidavits from prominent community members, while Made In The USA, Inc. asserts that their use of “Drag-N-Drive” identifies a distinct event series and brand.

This dispute is significant for its potential to set precedent regarding trademark protection of widely used industry terms. The TTAB’s ruling could influence how niche communities protect or contest trademarks on common-use phrases.

The drag racing community remains deeply invested in the outcome. If the trademark is upheld, Made In The USA, Inc. could exert considerable control over branding and promotional activities for drag-and-drive events nationwide. Conversely, cancellation would reaffirm the community’s view that such terms are generic and integral to the sport’s culture, limiting exclusive commercialization.

The controversy underscores critical issues at the intersection of intellectual property law and community cultural rights. It raises questions about the balance between protecting commercial interests and preserving shared terminology that defines niche automotive subcultures.

The man behind the trademark, Tim Heidenreich (known as “Just Heid”), has publicly acknowledged the community’s concerns and expressed willingness to donate the trademark to the community to promote unity. However, he has not responded to requests for comment regarding the ongoing legal proceedings.

The petition to cancel the trademark was spearheaded by Adam Dorey, who has been involved in drag-and-drive events since 2014 and has witnessed the evolution of the movement firsthand. His efforts to rally community support and present historical evidence reflect a broad desire to reclaim the term for the collective drag racing culture.

As the USPTO’s TTAB deliberates, the drag racing world watches closely. The decision will likely influence future trademark strategies and community dynamics within this and other specialized sporting communities.