Lamar Jackson is in a trademark showdown with Dale Earnhardt Jr. over the number No. 8. Last year, Jackson challenged a similar trademark claim from former NFL star Troy Aikman for the use of "EIGHT" on merchandise. Now, it’s Earnhardt Jr. who’s in the spotlight.
Jackson’s legal team has filed a notice of opposition with the U.S. Patent and Trademark Office, arguing that Earnhardt Jr.’s claim would clash with Jackson’s own “Era 8” brand. This brand includes a wide range of products like clothing and accessories. Jackson believes that Earnhardt Jr.’s trademark could mislead customers into thinking there’s a connection between his products and Jackson’s.
In a twist, Earnhardt Jr. recently announced via social media that he secured rights to a classic No. 8 design from his racing days and plans to retire the contested stylized No. 8 trademark. “We are looking forward to the remainder of an already successful season,” he wrote, showing a positive outlook despite the trademark dispute.
This isn’t just a competition of trademarks; it’s a glimpse into NASCAR and NFL history. Earnhardt Jr. has been linked with the No. 8 since the late 1990s when he joined Dale Earnhardt, Inc., the team owned by his legendary father. After his father’s tragic death in 2001, Earnhardt Jr. left DEI and later raced under the No. 88.
Interestingly, the rights to the No. 8 were held by his stepmother, Teresa Earnhardt, until they unexpectedly lapsed last year, opening the door for Earnhardt Jr. to reclaim it.
The trademark conflict comes at a time when numbers and logos have become highly valued in sports and entertainment. A recent study showed that sports merchandise sales in the U.S. reached $15.9 billion in 2022, emphasizing how important brand recognition is for athletes.
User sentiment on social media regarding this dispute has been mixed. Many fans of both athletes are eager to see how this plays out, with some rallying behind Jackson and others supporting Earnhardt Jr.’s efforts to maintain his brand.
The implications of this trademark battle reach beyond just these two athletes. It highlights the ongoing challenges sports figures face in protecting their brands and identities in a competitive market. As this case unfolds, it will be interesting to see how both athletes adapt and what it might mean for their brands.
For more details on trademark law and its impact, you can check out insights from Gerben Law.
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Check out this related article: Jackson vs. Earnhardt Jr.: The Intense Trademark Dispute Shaking Up Sports and Branding
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