By: Gabriella Fernandez
Stephen Curry, widely recognized for his transformative impact on professional basketball, continues to expand his influence beyond the court through strategic brand management. In addition to his athletic achievements, Curry has built a strong personal brand, notably incorporating his signature "Night Night" celebration—a post-victory pose mimicking falling asleep. Recently, Curry has taken steps to protect and monetize this slogan through trademark registration.
Building the Brand: "NUIT.NUIT."
Following the U.S. basketball team’s victory over France at the 2024 Summer Olympics, Curry partnered with French designer Mike Fogg to release a hooded sweatshirt featuring the phrase "NUIT.NUIT."—the French equivalent of "Night Night." The design quickly gained traction on social media, drawing global attention. To safeguard the phrase’s commercial use, Curry, through his company SC30, Inc., filed a trademark application with the United States Patent and Trademark Office (USPTO) to secure exclusive rights for its use on merchandise and sporting goods.
Curry’s trademark application for "NUIT.NUIT." (Serial No. 98705549) covers a wide range of apparel, including shirts, pants, dresses, swimsuits, jackets, hoodies, activewear, loungewear, and infant wear. His move reflects a growing trend among athletes seeking to protect not only their names and logos but also catchphrases that capture public attention. The application has been accepted by the USPTO but has not yet been assigned to an examiner.
Athlete Slogans and USPTO Registration
Curry’s proactive trademark strategy aligns with a broader trend of athletes securing exclusive rights to slogans associated with their public personas. Many high-profile athletes have successfully obtained USPTO registrations for phrases linked to their careers, ensuring brand protection and preventing unauthorized commercial use.
Muhammad Ali – "THE GREATEST OF ALL TIME" (Reg. No. 3935776): The boxing legend set a precedent for trademarking athlete slogans, securing federal registrations covering apparel, stationery, and even costumes.
Jeremy Lin – "LINSANITY" (Reg. No. 4908965): Amid his meteoric rise in 2012, Lin trademarked "Linsanity" for various products, including clothing and toys, preserving ownership of his viral nickname.
Serena Williams – "#BELIEVEBEGREAT" (Reg. No. 6807308): The tennis icon trademarked this slogan as a reflection of her perseverance, with registration covering jewelry.
Danica Patrick – "PRETTY INTENSE" (Reg. No. 6067820): The former NASCAR driver secured this trademark for entertainment services, emphasizing her unique blend of strength and femininity.
Marshawn Lynch – "BEAST MODE" (Reg. No. 3650781): The NFL star trademarked "BEAST MODE," turning his signature playing style into a lucrative merchandise brand.
Marcus Stroman – "HEIGHT DOESN’T MEASURE HEART" (Reg. No. 4667122): The professional baseball player trademarked this phrase, reinforcing his message of resilience and covering athletic wear.
Conclusion: Strategic Branding in Sports
Curry’s decision to pursue trademark protection underscores the importance of securing intellectual property before a slogan becomes widely recognized. By taking proactive steps, athletes can maintain control over their brand narratives and prevent unauthorized use of their names, gestures, and phrases. In today’s sports landscape, where branding plays a crucial role in off-the-field success, trademarking key phrases—such as "NUIT.NUIT."—offers a strategic advantage, ensuring long-term commercial potential and brand exclusivity.
At Sisun Law, we specialize in guiding clients through the trademark process, helping individuals, athletes, and businesses protect their intellectual property. Let us help you take proactive steps to protect what sets you apart.
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