Nike’s trademark of Bronny James logo sparks debate on social media

Nike quietly filed a trademark for a logo on Monday for a Los Angeles Lakers player with the last name of James. 

Not LeBron. Not this time.

Bronny. 

Apparently, Bronny James, the 21-year-old two-way guard with the Lakers has his own personal logo — an Old English-style lower-case “b,” stitched together with a white-on-black No. 9. 

The 55th overall pick in the 2024 NBA Draft is currently averaging 9.5 points in 30.9 minutes with the South Bay Lakers in the G-League. His NBA stat line is thinner, but that’s because he mostly appears in garbage time for the Lakers as he continues to develop as a player. 

But according to a report by trademark attorney, Josh Gerben, Bronny’s brand is growing faster than his NBA career is.

On the surface, this is not a big deal. People apply for trademarks for things all the time. In fact, this isn’t even the first time Bronny has applied for his own trademark. 

Back in 2022, Gerben reported that Bronny applied for trademarks for the name “Bronny” a logo based off his signature, and the name “Bronald.” Because why not?

Unfortunately, users on social media wasted no time firing off jokes to Nike’s trademark of Bronny’s logo. 

Has anyone else that has averaged 1.9 points a game, gotten their own logo?

— Vinny (@IamVinnyG) March 2, 2026

“Has anyone else that has averaged 1.9 points a game, gotten their own logo?,” asked X user @IamVinnyG.

They making the Bench James 1’s

— LA_ALL_DAY (@LA_ALL_DAY100) March 2, 2026

“They making the Bench James 1’s,” wrote X user @L_ALL_DAY100

One user wrote that Bronny James himself should have filed the trademark for the logo, and then leased it out to Nike one day. 

The smart move would been for him to trademark all of his branding himself and then license it to Nike. Not sure why he’s letting them ‘own it’ from the start.

— OnlyCharizard (@OnlyCharizard) March 2, 2026

Inside basketball arenas across the country, fans erupt in applause every time Bronny checks into the game. During Sunday’s 128-104 blowout victory over the Sacramento Kings, Bronny drilled a three in the final minutes, much to the delight of the crowd and LeBron. 

Sure, Bronny isn’t an NBA star yet, and all jokes aside is not in need of his own signature mark at this time. But Nike isn’t betting on Bronny’s box score. They’re betting on legacy, lineage, and the gravitational pull of LeBron James. 

Maybe one day Bronny will cash in on that trademark. Maybe he won’t. Either way Nike is ready.

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