Caleb Williams' “Iceman” Trademark Stalled by USPTO

The United States Patent and Trademark Office issued an initial refusal for Chicago Bears quarterback Caleb Williams’ trademark application for the word “Iceman.” The decision, released on a Wednesday, cited a “likelihood of confusion” with a 1988 “Iceman” trademark owned by LaCrosse Footwear for insulated boots and boot liners. The USPTO noted the marks are identical in appearance, sound and meaning, and could create the same commercial impression across the goods Williams listed, which include clothing, bags, bottles, sporting goods, a website and entertainment services. Williams may appeal.

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Williams earned the “Iceman” nickname during late-game heroics in the 2025 NFL season. The moniker is also long associated with NBA Hall of Famer George “the Iceman” Gervin, who filed trademark applications for “Iceman” and “Iceman 44” on March 20 after learning of Williams’ March 16 filing. LaCrosse Footwear, an Oregon-based company, has held a federal “Iceman” trademark for insulated boots since 1988, predating both athletes’ claims.

Caleb Williams' 'Iceman' trademark denied by U.S. Patent Office after dispute with George GervinESPN

Williams filed for trademarks in six categories—clothing, bags, bottles, sporting goods, a website and entertainment services—plus a separate logo. Trademark attorney Josh Gerben noted that 63.5 % of recent initial USPTO applications are denied.

ESPNBleacher ReportCaleb Williams' 'Iceman' trademark denied by U.S. Patent Office after dispute with George Gervin

The USPTO’s refusal letter stressed the identical nature of the “Iceman” marks and the risk of consumer confusion across the listed categories. Gerben called the outcome “not unusual,” noting LaCrosse’s registration covers a narrowly defined line of insulated boots. He said Williams could appeal, arguing that other categories may still qualify for registration. Gervin’s filings remain pending.

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George Gervin, the NBA Hall of Famer who has long used the “Iceman” nickname, expressed surprise, saying, “I’ve been the Iceman for 40-something years,” and adding, “I never thought anybody would try to trademark it.”

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The impact of the USPTO refusal on Gervin’s pending applications is unclear, and Williams’ logo filing remains under initial review.

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• “These marks are identical in appearance, sound and meaning,” — USPTO refusal letter

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• “... Additionally, because they are identical, these marks are likely to engender the same connotation and overall commercial impression when considered in connection with applicant's and registrant's respective goods and/or services.” — USPTO refusal letter

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• “The registration that they're citing here is for obviously a very limited product line. Literally insulated boots,” — Josh Gerben, trademark attorney

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• “I’ve been the Iceman for 40-something years,” — George Gervin, NBA Hall of Famer

Caleb Williams' 'Iceman' trademark denied by U.S. Patent Office after dispute with George Gervin

Williams can appeal the USPTO decision before the Trademark Trial and Appeal Board, focusing on LaCrosse’s narrow boot trademark. The USPTO will also continue reviewing Williams’ logo filing and Gervin’s pending “Iceman” applications.

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