USPTO Rejects Caleb Williams' 'Iceman' Trademark Citing Conflict with 1988 LaCrosse Footwear Mark

Chicago Bears quarterback Caleb Williams encountered a significant obstacle in his effort to secure trademark rights for his widely recognized nickname, “Iceman,” after the U.S. Patent and Trademark Office (USPTO) denied his application on Wednesday. The denial was reported by ESPN’s Michael Rothstein and stems from a conflict with a preexisting trademark rather than the recent opposition from NBA legend George “the Iceman” Gervin.

Williams’ application was rejected because the USPTO determined it was confusingly similar to a trademark registered in 1988 by LaCrosse Footwear, an Oregon-based company known for its insulated boots and boot liners branded as “Iceman.” According to the USPTO refusal letter reviewed by ESPN, the marks are “identical in appearance, sound and meaning,” which could lead to a “likelihood of confusion” among consumers.

The refusal letter stated, “These marks are identical in appearance, sound and meaning. Additionally, because they are identical, these marks are likely to engender the same connotation and overall commercial impression when considered in connection with applicant’s and registrant’s respective goods and/or services.”

Williams’ holding company filed four trademark applications on March 16, 2025, seeking protection for “Iceman” across various categories including athletic bags, water bottles, sporting goods, clothing, and a website offering entertainment services. The nickname “Iceman” became associated with Williams following a series of late-game heroics during the 2025 football season.

Shortly after Williams’ filings, George Gervin, the 73-year-old NBA Hall of Famer who famously wore jersey number 44 for the San Antonio Spurs from 1974 to 1986, submitted his own trademark applications on March 20 for “Iceman” and “Iceman 44.” Gervin expressed surprise at Williams’ attempt, stating to ESPN, “I’ve been the Iceman for 40-something years. I never thought anybody would try to trademark it. He kind of knocked me out the box.”

Trademark attorney Josh Gerben explained the USPTO’s reasoning to ESPN, noting that although Williams’ application covers goods like shirts and hats, and LaCrosse’s trademark pertains to insulated boots, the office considers these related enough to cause confusion. “They make the connection between the other goods in Caleb’s application, saying that even though these are just insulated boots and Caleb is claiming shirts and hats and pants and all these other things, that those are related goods,” Gerben said.

While Williams’ trademark application for the word “Iceman” was denied, his separate application for a logo featuring the moniker remains under initial review. Williams retains the option to appeal the USPTO’s refusal and may have a viable case to challenge the decision.

Meanwhile, Gervin’s trademark applications for “Iceman” and “Iceman 44” continue to be examined by the USPTO. The outcome of these filings could further shape the rights associated with the “Iceman” nickname in the sports and entertainment sectors.

This trademark dispute highlights the complexities athletes face when attempting to protect personal brands that may overlap with existing commercial trademarks, especially when those marks span different industries but share identical wording and branding elements.