Josh Gerben and ESPN Discuss The Trademark Dispute Between Caleb Williams and George Gervin

A few days after Caleb Williams filled trademarks to protect his ‘Iceman’ nickname, NBA legend George Gervin filed his own ‘Iceman’ trademarks.

ESPN and trademark attorney Josh Gerben discuss the filings and what each athlete faces in an attempt to trademark their nicknames. 

According to Josh Gerben, “One of the biggest questions is around how trademark rights are viewed. Gervin could claim that even though he didn’t file the trademark, he was using it before Williams. But since Williams filed his application first, the USPTO could accept Williams’ application and refuse Gervin’s.”

“If the USPTO accepts Williams’ application, George will have a 30-day period in which he can file a formal opposition to Caleb’s applications and say they shouldn’t be registered because I was using these trademarks long ago and the public associates the name with me,” said Gerben.

He continues, “Neither party can file an opposition until the USPTO decides which application is approved, but they can talk and come to an agreement at any time.”

The USPTO could also decide that neither trademark can be registered, as it is too similar to a trademark filed by Chuck Liddell of the UFC,  in 2022 to protect ‘Chuck ‘The Iceman’ Liddell.’

“The USPTO could easily, easily refuse Caleb Williams’ application and George Gervin’s application,” Gerben said. “Because of Chuck’s pending applications waiting there first.”

Gerben said it was “a little unusual” for three prominent athletes to call themselves “the Iceman.”

Source: Cronin, Courtney and Michael Rothstein. https://www.espn.com/. “Gervin irked Bears’ Williams filed trademark for ‘Iceman’”. 26 March 2026.