Josh Gerben Analyzes Lamar Jackson’s Legal Action Against Dale Earnhardt Jr. for Sports Illustrated

Lamar Jackson has filed a legal action to block the registration of Dale Earnhardt Jr.’s ‘8’ trademark. Jackson, who feels that the trademark will infringe upon his ‘ERA 8’ brand, is also in the middle of a similar battle with Troy Aikman.

Josh Gerben analyzed the legal filing and potential outcome of the cases for Sports Illustrated. 

Gerben believes that all three athletes, Jackson, Aikman, and Earnhardt Jr. will be able to register their respective trademarks.

“None of the athletes are likely to gain exclusive control over the standalone number 8—a commonly used and highly diluted symbol in the world of sports and merchandise,” he writes. “Ultimately, Jackson, Aikman, and Earnhardt Jr. will likely all get their registrations and coexist on the trademark register, each with slightly different branding approaches.”

Source: Lyons, Dan. https://www.si.com. “Lamar Jackson Takes Legal Action Against NASCAR Legend Over Trademark of No. 8”. 4 April 2025.