Caleb Williams Moves to Trademark ‘Iceman’ Nickname, Iconic Play Silhouette

By Josh Gerben, Esq.

Published: March 18, 2026 Published: March 18, 2026

Chicago Bears quarterback Caleb Williams is making moves off the field to secure his growing personal brand.

According to filings with the United States Patent and Trademark Office, Williams submitted four new trademark applications on March 16, signaling plans to expand his business empire off the field.

The first two applications seek protection for the nickname ‘Iceman,’ a moniker that gained traction among fans in the 2025 season. These applications cover both the name ‘Iceman’ and a new logo:

An interesting sidenote to these filings: recent internet rumors suggest there will be an ‘Iceman’ alter-ego for Williams in this year’s Madden NFL game. These trademark applications could certainly have been filed to protect the name before a formal announcement about the game. 

The second two applications protect a silhouette of Williams mid-throw, inspired by a pivotal fourth-and-8 play during a playoff matchup in Green Bay last season. It was a moment that helped cement his reputation for late-game composure.

The trademark filings indicate Williams intends to use both marks across a wide range of products, including:

• Sporting goods and footballs
• Apparel and athletic bags
• Sunglasses
• Digital trading cards

By filing on an intent-to-use basis, Williams secures what’s known as a federal priority date, effectively staking his claim to the trademarks, before they are commercially launched.

That early filing strategy is critical in a digital marketplace where misuse of athlete names, nicknames, and images is rampant. 

What happens next

After being filed, it typically takes the USPTO 6-7 months to review new applications.  During review, a USPTO Examiner will determine whether the marks meet the requirements for registration. If approved, the filings will be published for a 30-day period during which any third party can oppose the registrations.

If no opposition is filed, Williams will then need to show that he is actually using the trademarks in commerce in connection with the goods listed in the applications before the marks can officially register.

In total, the process typically takes between 14 and 18 months, which is why filing as early as possible is often a strategic decision for athletes and brands looking to secure their rights.

Not Caleb’s first trademark move

Williams is no stranger to intellectual property strategy.

Before these filings, he had already submitted trademark applications for:

• His name
• A ‘CW’ logo
• A bear claw logo
• Additional football-throwing silhouettes

In total, Williams now has 11 trademark applications either pending or in process, giving him a portfolio that continues to expand as his on-field profile rises.

Trademarks Owned by Caleb Williams

wdt_ID	wdt_created_by	wdt_created_at	wdt_last_edited_by	wdt_last_edited_at	Trademark	Serial #
1						99704826
2					ICEMAN	99704819
3						99704834
4						99704829
5						98703318
6						98703319
7						98703322
8						90867510
9					CALEB WILLIAMS	90867368
10						90867485

How trademark protection works for modern athletes

Williams’ approach reflects a broader shift across professional sports.

In past generations, star athletes like Joe Montana, Randall Cunningham, and Steve Young didn’t file trademarks during their playing careers. Today’s athletes, however, are increasingly taking ownership of their intellectual property early in their careers.

Rather than relying solely on endorsement deals, players are building independent brand portfolios that can be licensed across industries, from apparel to digital assets.

What Caleb Williams is doing here is simple but powerful. He’s not waiting for Nike, EA Sports, or some licensing partner to create his brand. He’s creating it himself. And, more importantly, owning it.

Filing his own trademarks provides him the ability to negotiate licensing deals around the trademarks. And it prevents someone else from filing for ‘Iceman’ or that iconic silhouette and forcing him into a protracted and expensive legal battle.

In prior eras, athletes were the product. Now, they’re the brand owners.

And if you look at Williams’ growing portfolio of 11 filings and counting, he clearly understands that better than most.

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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.