NBA Files Trademark for ‘NBA Inside Stuff’: A Potential Revival of a 90s Classic?
March 18, 2025 – Basketball fans of the 1990s may soon have a reason to celebrate, as the NBA has filed a new trademark application for NBA Inside Stuff, signaling a possible return of the beloved show that once brought the league’s culture to millions of viewers.
The application, filed on March 17 with the United States Patent and Trademark Office (USPTO), is based on an “intent to use” basis. This means the NBA has indicated a bona fide plan to bring NBA Inside Stuff back in some form—though the specifics remain unclear. Under U.S. trademark law, a company cannot simply reserve a name without a genuine intent to use it in commerce, making this filing a strong indication that something is in the works.
A Cultural Icon of the 90s
First airing in 1990, NBA Inside Stuff was a groundbreaking sports television program that went beyond game highlights to explore the personalities, style, and culture surrounding the league. Hosted by Ahmad Rashad, the show provided an all-access pass to the NBA, featuring exclusive interviews, behind-the-scenes footage, and a unique blend of basketball and pop culture that resonated with young fans.
Unlike traditional sports programs that focused strictly on stats and game recaps, NBA Inside Stuff offered an in-depth look at the lives of NBA stars, their fashion, music interests, and off-court activities. This innovative approach helped shape the NBA’s image as not just a sports league but a global entertainment brand.
The show ran for nearly two decades before ending its original run in 2005. It briefly returned in 2013, with Grant Hill as the host, but the revival was short-lived. Now, with the NBA’s latest trademark filing, speculation is swirling about whether the league is planning another reboot for a new generation of fans.
What’s Next?
While the NBA has not officially announced any details about a potential new version of NBA Inside Stuff, the trademark filing suggests that plans are in motion. The league’s renewed interest in the brand could mean anything from a traditional TV relaunch to a digital-first adaptation tailored for streaming platforms or social media.
Given the modern NBA’s deep integration with social media and entertainment, a revival of NBA Inside Stuff could be a perfect fit for today’s content-driven landscape. Whether it returns as a weekly show, a docuseries, or even a YouTube or TikTok-based format, one thing is certain: nostalgia is strong, and fans are eager to see how the NBA reimagines this classic show.
For now, basketball fans can only wait and hope that NBA Inside Stuff is making a comeback. If so, get ready for a new generation to experience the mix of hoops, highlights, and culture that made the original show an icon.
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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