Colin Kaepernick's company has filed to trademark his image

A look back at some of the most famous things athletes have trademarked

ESPN reported, external this week that Colin Kaepernick’s company has filed for the trademark to an image of his face and hair to be used across products including shampoo, jewellery, and lamp shades.

It sounds like it’s not just selling light fittings that Kaepernick’s image could be used for, though. The filing also reportedly includes a section that says the image could be used in "providing classes, workshops, seminars and camps in the field of self empowerment and awareness to properly interact with law enforcement".

Kaepernick has been at the centre of debate in the US after protesting against racial injustice and police brutality by kneeling during the national anthem. He hasn’t played in the NFL since 2016.

Last month, he starred in a Nike marketing, external campaign, which attracted further controversy, but nevertheless appeared to boost online sales for the company.

It would make sense then that Kaepernick would look to further extend his own brand. And he's not alone in that. Plenty of major athletes or their representatives have applied for trademark on various things, from iconic images, through to interpretations of goal celebrations and personal logos.

Here's a bit of a breakdown of a few of those examples and how they worked.

In 2013, Gareth Bale reportedly, external filed an application to trademark his signature heart gesture goal celebration, with an estimated revenue of £3m per year. His 'Eleven of Hearts’ logo left some fans a little confused, however…

Michael Jordan’s ‘Jumpman’ - a silhouette of the player mid-slam-dunk - is synonymous with Nike's Air Jordan sneakers and clothes. It's also been used on Paris Saint Germain kits this year.

The inspiration for the iconic image was actually originally shot well before he was associated with that brand, for a 1984 issue of LIFE magazine.

The photographer from that shoot, Jacob Rentmeester, actually sued Nike for copyright infringement in 2015, external, although a judge later dismissed, external that lawsuit.

Perhaps taking cue from the success of the Jumpman logo, in 2016 Daniel Sturridge announced plans to launch a range of headwear based on his trademark goal celebration.

However, he was reportedly prohibited, external from wearing his own branded clothing by Liverpool Football Club.

Interestingly, there isn't a website where you can buy his merch. Instead, Studge has previously called for interested tweeters to contact him through, external email, which is either terrible marketing or charmingly bespoke.

Other stars and brands have marketed themselves in similar ways, including Zlatan’s ‘Dare to Zlatan’ campaign with Nike, external, featuring his signature scissor kick (look away England fans) and Usain Bolt’s, well, Bolt celebration, which features on some Puma clothing.

A number of athletes have worked with designers to turn their own initials into a marketable logo.

Federer’s is typical of his composed, orderly style.

Djokovic’s incorporates the swoop on the ‘D’ showing the flight of a tennis ball.

Andy Murray’s logo is maybe a little more involved.

It’s actually a play on his initials and the number 77 - it was 77 years since a British player had won Wimbledon when he did that on 7/7/13. 

Shirt numbers mean different things in sport. To be handed the number 7 shirt that’s been worn by so many previous greats is a big thing. But in the current era, it’s sometimes difficult to tell whether the shirt number honours the player or vice versa.

The CR7 brand launched by Cristiano Ronaldo is used to flog everything from denim, smart footwear, skimpy undercrackers and, of course, football boots.

And Ronaldo’s not the first to do that. In fact, he’s not even the first Ronaldo to get trademarked boots with Nike – the Brazilian striker being the face of Nike’s R9 boots.

Tom Brady is the New England Patriots’ star quarterback, wearing the number 12 shirt through five Super Bowl wins for the same team. His company is 'TB12', incorporating his initials and his shirt number.=

Surely the ultimate goal for any millennial sports celebrity.

In 2017, Paul Pogba unleashed his own hashtag and emoji on the world, seen on advertising hoardings at Old Trafford. Next, they made it onto his boots.

What happens when different people have the same idea though?

Striker Adebayo Akinfenwa, nicknamed ‘The Beast’ for fairly obvious reasons, has adopted 'Beast Mode' as his personal mantra and also as the name for a range of products.

But Oakland Raiders running back Marshawn Lynch had the same idea.

At one point, he even caused a 'Beastquake'...

So who’s the real 'Beast Mode'? Whose mode is more beastly?

Either way, the options available for the modern sports star to turn themselves into a marketable brand are almost limitless. 

We'll have to wait to see how Kaepernick's image might be used.

This article was originally published on 10 April 2018.