Following a breakout NFL season, Chicago Bears quarterback Caleb Williams has taken steps to expand his off-field brand.
The Bears' signal caller applied to trademark the nickname “Iceman” across several categories, including apparel, sporting goods, and entertainment services.
Williams finished his second NFL season in 2026 by setting a Bears franchise record with 3,942 passing yards. He threw for 27 touchdowns and just 7 interceptions, leading Chicago to the NFC North title, an 11-6 record, and a Wild-Card playoff victory.
Williams' efforts on the field didn't work out quite as nicely off of it, as his attempt to trademark the “Iceman” moniker has encountered an early setback.
Matt Marton-Imagn Images
According to ESPN’s Michael Rothstein, the United States Patent and Trademark Office denied the application, citing a “likelihood of confusion” with an existing trademark held by LaCrosse Footwear.
“These marks are identical in appearance, sound and meaning,” the USPTO wrote. “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.”
Williams filed the application in March, looking to capitalize on a nickname tied to his late-game performances, including seven fourth-quarter comebacks last season.
Basketball Hall of Famer George Gervin, who famously used “Iceman,” reacted to Williams' intentions earlier this year.
“I’ve got nothing but respect for [Williams],” Gervin said. “He’s already proved greatness and his potential upside is great. Like an ‘Iceman.’ But that name is taken. All I’m saying is: Young fella, we’ve already got one ‘Iceman.’”
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Despite the denial, Williams still has options moving forward, as he can appeal the decision.
