Gervin irked Bears’ Williams filed trademark for ‘Iceman’

Chicago Bears quarterback Caleb Williams’ attempt to trademark the nickname “Iceman” is facing scrutiny from a legendary NBA player who shares the same nickname.

Hall of Famer and four-time NBA scoring champion George Gervin told ESPN he was “caught off guard” when he learned Williams had attempted to trademark “Iceman,” the nickname Williams earned during the 2025 season for his late-game performances that culminated with the Bears winning their first playoff game in 15 years.

“I’ve been the Iceman for about 40 years,” Gervin said. “I never thought anyone would try to trademark it. It kind of put me out of business.”

On March 16, Caleb Williams Holding Inc. filed four trademark applications with the United States Patent and Trademark Office related to the nickname “Iceman.” According to the trademark application, goods and services related to the name include sporting goods and equipment, water bottles, T-shirts, sweatshirts, jerseys, hats, eyewear, downloadable posters and digital trading cards.

On March 20, Gervin Interests LLC filed two trademark applications for “Iceman” and “Iceman 44,” the latter referring to the jersey number Gervin wore throughout his NBA career. In 1987, the San Antonio Spurs retired Gervin’s number.

According to trademark attorney Josh Gerben of Gerben IP, one of the biggest questions is how trademark rights are perceived. Gerben said Gervin could argue that even though he didn’t register the trademark, he was using it before Williams, even though Williams registered it first.

But since Williams had filed his application first, the USPTO could accept Williams’ application and deny Gervin’s.

A decision on the matter will likely be made in several months.

If Williams’ application is successful, Gerben said, “George will have 30 days to file a formal opposition to Caleb’s applications and say that they should not be registered because I was using these marks a long time ago and the public associates that name with me.”

Jerald Barisano, chairman and CEO of Gervin Global Management, told ESPN that he and Gervin plan to file an opposition with the USPTO if Williams’ trademark application is approved and theirs is not. Gervin’s publicist of 42 years also said he would consider legal action in the future.

Gerben said neither party can file an objection until a decision is made, but they can discuss and reach an agreement at any time.

There is also another wrinkle. UFC legend Chuck Liddell filed a trademark in 2023 for “Chuck ‘The Iceman’ Liddell.” Gerben said the USPTO could decide that this mark is similar to Williams and Gervin.

“The USPTO could easily, easily deny Caleb Williams’ application and George Gervin’s application,” Gerben said. “Because of Chuck’s pending applications waiting there first.”

Messages left for Liddell and his trademark attorneys were not immediately returned to ESPN.

Gerben said it was “a little unusual” that three prominent athletes called each other “the iceman.”

The Spurs offered their support to Gervin on the team’s X account, posting a graphic of Gervin sitting on a throne of ice blocks with the caption “there is only one Iceman.”

Reached by phone Thursday, Gervin said he felt compelled to file a trademark application after learning that Williams had already done so four days before. Gervin and Barisano said they attempted to trademark “Iceman” in 2023 when the lawyer they hired to file a complaint with the USPTO died of a heart attack.

Although Gervin said he has not spoken with Williams or any member of Williams’ marketing team, he said he would like a chance to work out a solution between the two parties.

“I’m sure he and I will have a chance to talk,” Gervin said. “I can kind of bet on that. We’re both men. I’m an older man. He’s a younger man. Doing some research on him, what I found out about him, he respects older athletes.

“I hate it the most because, man, this is a special young man about to emerge. His potential is great and he’s got ice in his veins. But that name is already taken.”

Messages left with Williams’ marketing team and trademark attorneys were not immediately returned Thursday evening.

“We’re not happy and we’re going to let things play out, but we’re not running from this guy,” Barisano said. “We are going to fight him tooth and nail to the end.”