Former NBA star George Gervin said he was "caught off guard" when he learned Bears quarterback Caleb Williams had attempted to trademark "Iceman," a nickname Gervin has used since his playing days.
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Gervin irked Bears' Williams filed trademark for 'Iceman'
Chicago Bears quarterback Caleb Williams' attempt to trademark the moniker "Iceman" is facing scrutiny from a legendary NBA player who shares the same nickname.
George Gervin, the Hall of Famer and four-time NBA scoring champion, told ESPN that he was "caught off guard" when he learned that Williams had attempted to trademark "Iceman," the nickname that Williams earned during the 2025 season for his late-game performances that culminated with the Bears winning their first playoff game in 15 years.
"I've been the Iceman for 40-something years," Gervin said. "I never thought anybody would try to trademark it. He kind of knocked me out the box."
On March 16, Caleb Williams Holding Inc. filed four trademark applications with the United States Patent and Trademark Office related to the "Iceman" nickname. According to the trademark application, goods and services related to the name include athletic sporting goods and equipment, water bottles, T-shirts, sweatshirts, jerseys, hats, eyewear and downloadable posters and digital trading cards.
On March 20, Gervin Interests LLC filed two trademark applications for "Iceman" and "Iceman 44," the latter of which references the jersey number Gervin wore throughout his NBA career. In 1987, the San Antonio Spurs retired Gervin's number.
One of the biggest questions, according to trademark attorney Josh Gerben of Gerben IP, is how trademark rights are viewed. Gerben said Gervin could claim that even though he didn't file the trademark, he was using it before Williams even though Williams filed it first.
But since Williams filed his application first, the USPTO could accept Williams' application and refuse Gervin's.
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OK, who is the real "ICEMAN" and should get the trademark?
Hint: It isn't Caleb Williams.....
