Bryce Maximus James Files Trademarks as College Career Begins

By Josh Gerben, Esq.

Published: November 3, 2025 Published: November 3, 2025

As the college basketball season tips off, Bryce Maximus James is doing more than adjusting to life as a freshman guard for the University of Arizona Wildcats. The 17-year-old son of NBA superstar LeBron James has quietly taken a page from his father’s playbook, filing two trademark applications to secure rights to his name. 

According to the filings submitted last week, James is seeking federal trademark protection for two versions of his name as an apparel brand. The filings indicate potential plans to launch or license merchandise bearing his name.

The applications were submitted by the same New York-based attorney who handles both LeBron James’ extensive trademark portfolio, as well as the trademarks owned by his older brother, Bronny.

Trademarks filed by Bryce James

Early protection for a growing name

James filed the applications on an “intent-to-use” basis, meaning he has not yet begun using the trademarks commercially but has an intent to do so. This type of filing is common among emerging athletes who want to secure rights before their names gain widespread recognition.

By filing early, James reduces the risk of third-party filings and strengthens his ability to stop unlicensed merchandise as his visibility grows. The filings also give him flexibility to partner with apparel manufacturers or develop a personal clothing line as his career progresses.

Continuing a family legacy, on and off the court

James is the second of LeBron’s sons to step into the NIL and brand-building landscape, following his older brother Bronny, who has secured his own endorsement deals and trademark filings in recent years.

Trademarks owned by Bronny James

wdt_ID	wdt_created_by	wdt_created_at	wdt_last_edited_by	wdt_last_edited_at	Trademark	Serial #
1					BRONALD	97096346
2					BRONALD	97204167
3						97244530
4					BRONNY	97204165

With these filings, Bryce James is not only pursuing a path in college basketball, he’s also laying the groundwork for his business future, mirroring the strategy that has helped turn the James family name into a global brand.

The freshman may just be getting started on the court, but off it, he’s already playing the long game.

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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.