Lamar Jackson, reigning NFL MVP, is currently embroiled in a trademark dispute with Pro Football Hall of Famer Troy Aikman over the use of their shared No. 8. Jackson’s attorney claims that Aikman’s attempt to use “EIGHT” on apparel and bags could lead to confusion among consumers. Jackson has invested significant time and resources in associating the number 8 with his personal brand, and argues that Aikman’s use of the number could deceive the public.
Jackson has filed two appeals with the U.S. Patent and Trademark Office against FL101, a company with ties to Aikman, regarding their use of “Eight” on various consumer products. Aikman and Jackson both wore the No. 8 throughout their careers, with Aikman donning the number at UCLA and Jackson at Louisville. Aikman, known for his time as the Dallas Cowboys’ quarterback, is now a commentator for ESPN.
Jackson has applied for trademarks on different variations of the number eight, such as “Era 8 by Lamar Jackson” and “You 8 yet?” His attorney argues that these trademarks were registered before Aikman’s “Eight,” and that Aikman’s products bear a strong resemblance to Jackson’s trademarks. Legal expert Christine Farley notes that almost anything can be trademarked, including numbers, sounds, and colors. The appearance of a trademark can significantly impact its filing and appeal process.
The U.S. Patent and Trademark Office database shows nearly 10,000 live trademarks containing the word “eight” and over 1,800 live trademarks with the numeral “8.” Farley suggests that Aikman’s company may argue that consumers would not be confused by the presence of a number in product branding. FL101 is expected to respond to the trademark office by August 18, as per federal records.
Jackson and Aikman are not the only notable athletes associated with the No. 8. Hall of Fame quarterback Steve Young, along with baseball legends like Cal Ripken Jr., Yogi Berra, and Carl Yastrzemski, have also worn the number. In basketball, Kobe Bryant and Walt Bellamy, as well as hockey star Alex Ovechkin from the Washington Capitals, have sported the No. 8 on their jerseys.
The battle over the No. 8 trademark between Lamar Jackson and Troy Aikman highlights the importance of branding and intellectual property rights in the world of sports. As these two football legends continue to pursue their legal dispute, the outcome could set a precedent for similar cases in the future. The ownership of a number may seem trivial to some, but in the realm of trademarks, every detail is critical.