Florida Star Jadan Baugh Files Trademark for ‘RUN THE BAUGH’
Florida running back Jadan Baugh is turning one of college football’s most fitting catchphrases into a brand.
Jadan filed a trademark application on September 27 seeking protection for the phrase ‘RUN THE BAUGH’ for a variety of clothing products.
Amid Jadan’s explosive start to the season, ‘RUN THE BAUGH’ has appeared on signs around Gainesville and on merchandise already being sold.
Through Florida’s first four games, Jadan has rushed for 600 yards and 11 touchdowns, averaging more than seven yards per carry. He has topped 100 rushing yards in every game this season, including 142 yards and three touchdowns in Florida’s 52-28 win over No. 4 Ole Miss on Saturday.
The trademark filing is likely made in an attempt to protect the brand and seek licensing fees from those who may seek to use it to sell various goods.
Protecting Catchphrases in the NIL Era
The trademark filing indicates plans to use ‘RUN THE BAUGH’ in connection with merchandise including jerseys, shirts, jackets, hats, and footwear.
The timing is notable.
Jadan is only four games into his junior season at the University of Florida, but his early production has already put him in the national conversation.
For college athletes in the NIL era, trademark protection can be an important part of turning sudden national attention into a longer-term business.
A federal trademark registration provides an athlete with the ability to control how a name, slogan, or catchphrase is commercially used, particularly on merchandise.
There is, however, an interesting wrinkle surrounding the newest filing.
Federal trademark records show that an application for the exact phrase was previously filed on November 6, 2024, by Jaden’s company, RUN THE BAUGH! LLC. That application was approved by the USPTO but ultimately abandoned because the company never filed proof that it was using the trademark to sell merchandise.
This is notable because, to register a trademark, a company must have active and ongoing sales of the goods claimed in the application.
The downside of abandoning the earlier filing is that Jaden lost the “federal priority date” on the trademark.
Ultimately, if a trademark is registered, the filing date of the application becomes the date from which the trademark rights are enforceable.
Since the earlier-filed trademark was not registered, Jadan’s federal rights now will extend from the date of his newest filing (September 27, 2026). This could become a factor if any enforcement action is taken around the trademark.
Nevertheless, putting technicalities aside, what is clear is that ‘RUN THE BAUGH’ has become more than a clever play on words.
Jadan is rapidly building one of college football’s most recognizable individual brands. And he is moving to ‘protect the baugh’ with his latest trademark filing.
Josh Gerben, Esq.
Josh Gerben, Esq. is a nationally recognized trademark attorney and the founder of Gerben IP. Since launching the firm in 2008, he has overseen the registration of over 10,000 trademarks and handled over 1,500 trademark disputes. Josh's practice focuses on building and defending global trademark portfolios for clients. These clients include entrepreneurs, private equity-backed businesses, athletes, celebrities, and public companies. Frequently quoted by major media outlets like CNBC, CNN, The New York Times, and The Wall Street Journal, Josh is widely regarded as a leading authority in trademark law.
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