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Chicago Bears quarterback Caleb Williams has hit another obstacle in his attempt to trademark the nickname “Iceman.” According to ESPN, the United States Patent and Trademark Office has issued an initial refusal of Williams’ trademark application. Rather than siding with NBA Hall of Famer George Gervin, who also sought trademark protection for “Iceman” earlier this year, the USPTO cited a much different conflict.
The office determined that Williams’ application was too similar to an “Iceman” trademark owned by LaCrosse Footwear for its line of insulated boots, saying the marks created a “likelihood of confusion.” Because Williams’ filing included apparel and other merchandise categories, the USPTO concluded the existing trademark could create overlap with his proposed branding.
“These marks are identical in appearance, sound and meaning,” the USPTO wrote, according to ESPN. “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’ trademark application covers clothing, athletic bags, water bottles, sporting goods, a website and entertainment services, among other categories. Trademark attorney Josh Gerben told ESPN that initial refusals are common, noting that more than 60% of recent trademark applications receive an initial rejection. But Gerben says that Williams could have a good case on appeal.
“The registration that they’re citing here is for obviously a very limited product line. Literally insulated boots,” Gerben said to ESPN. “Look, it might be harder for him to get Iceman registered for a brand of clothing items because of that, but there’s other things in his application that he could possibly still wind up with a registration here.”
The latest development comes months after Williams’ company, Caleb Williams Holding, Inc., filed four trademark applications related to “Iceman” on March 16 following his breakout 2025 season. Days later, Gervin Interests LLC submitted applications for “Iceman” and “Iceman 44,” referencing the Hall of Famer’s longtime nickname and jersey number.
For now, Williams’ separate trademark application for an “Iceman” logo remains under review, while both Gervin’s applications also continue to await decisions from the USPTO.
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