United States Patent and Trademark Office documents confirm the rejection of Nike’s trademark application for Bronny James’ distinctive “B9” logo. Examining attorney P. Scott Craven cited a “likelihood of confusion” with an existing registration. This refusal directly impedes Nike's efforts to fully secure branding rights for apparel associated with the Lakers guard this season.

The primary conflict arises from the nearly identical “B9” mark already registered by Back9 Golf Apparel, based in Austin, Texas. Back9 initiated use of their mark in 2020 and secured registration in 2022, meaning their prior filing complicates Nike's application, which was filed in February. Craven noted the marks share similarity in sound and commercial impression.

Trademark attorney Josh Gerben suggested Nike faces an uphill battle arguing the designs are distinct enough to avoid marketplace confusion, though the visual differences offer them an argument. Nike possesses a three-month window to appeal the refusal or potentially seek consent from Back9. James already holds approved trademarks for “Bronny” and “Bronald.”

This ruling forces Nike to either litigate the similarity or negotiate with the existing apparel company for usage rights. Securing the logo remains important after James wore the shoe design multiple times recently.