The Iceman Cometh… For a Trademark? Gervin vs. Williams

The bid by Chicago Bears quarterback Caleb Williams to secure the “Iceman” moniker as a trademark is drawing close attention from a renowned NBA player who also uses that very nickname.

George Gervin, an esteemed Hall of Famer and four-time NBA scoring champion, informed ESPN he felt “taken by surprise” upon discovering Williams’ effort to trademark “Iceman.” This appellation Williams had garnered during the 2025 season owing to his clutch performances, which culminated in the Bears securing their initial playoff victory in fifteen years.

“For over four decades, I have been recognized as the Iceman,” Gervin stated. “It never crossed my mind that someone would attempt to claim ownership of that name. He effectively caught me off guard.”

Caleb Williams Holding, Inc. submitted four trademark registrations to the United States Patent and Trademark Office on March 16, all pertaining to the “Iceman” moniker. These applications specify that merchandise and services linked to the name comprise athletic sporting gear, hydration vessels, T-shirts, hooded tops, sports uniforms, headwear, spectacles, and downloadable visual content and electronic collectible cards.

Gervin Interests LLC, on March 20, lodged two trademark registrations for “Iceman” and “Iceman 44,” the latter referring to the uniform digit Gervin sported during his entire NBA career. The San Antonio Spurs honored Gervin by permanently withdrawing his number in 1987.

According to Josh Gerben, a trademark attorney at Gerben IP, a primary concern revolves around the interpretation of trademark entitlements. Gerben noted that Gervin might assert his prior use of the trademark, even though he didn’t formally apply for it, preceding Williams’ initial filing.

However, given that Williams submitted his application first, the USPTO possesses the option to approve Williams’ submission while declining Gervin’s.

A resolution concerning this issue is anticipated to be many months in the future.

Should Williams’ application be approved, Gerben stated, “George will be granted a 30-day window during which he can lodge a formal objection to Caleb’s applications, contending they ought not to be registered given my long-standing use of these trademarks and the public’s association of the name with me.”

Barisano informed ESPN that he and Gervin intend to lodge an objection with the USPTO if Williams’ trademark submission is sanctioned and theirs is rejected. Gervin’s representative of 42 years further indicated they would contemplate judicial proceedings subsequently.

Gerben stated that neither party can lodge an objection until a ruling is issued, though they could converse and reach a settlement whenever they choose.

An additional complication also exists. UFC icon Chuck Liddell submitted an application for a trademark in 2023 for “Chuck ‘The Iceman’ Liddell.” Gerben mentioned that the USPTO might determine that mark to be akin to both Williams’ and Gervin’s.

“The USPTO could very readily decline Caleb Williams’ application and George Gervin’s application,” Gerben stated. “This is due to Chuck’s pre-existing pending applications.”

Communications directed to Liddell and his legal representatives did not elicit an immediate response to ESPN.

Gerben noted it was “somewhat uncommon” for three distinguished sportsmen to refer to themselves as “the Iceman.”

The Spurs extended their backing for Gervin on the team’s X account, sharing an image depicting Gervin seated on an ice throne with the accompanying text: “there’s only one Iceman.”

When contacted via telephone on Thursday, Gervin indicated he felt compelled to submit a trademark registration after discovering Williams had previously done so just four days earlier. Gervin and Jerald Barisano, the president and CEO of Gervin Global Management, mentioned they had endeavored to trademark “Iceman” in 2023, but the legal counsel they had engaged to file with the USPTO office passed away from a heart attack.

Although Gervin stated he has not communicated with Williams or any representatives of Williams’ marketing team, he expressed a desire for an opportunity to resolve the matter between the involved entities.

“I’m fairly certain he and I will get an opportunity to converse,” Gervin stated. “I can almost guarantee that. We are both individuals. I am a senior man. He is a junior man. From conducting some investigation into him, what I discovered is that he venerates older athletes.”

“I regret it deeply because, truly, he’s a remarkable young individual on the cusp of rising. His talent is immense, and he genuinely possesses composure. However, that name is already claimed.”

Inquiries directed to Williams’ marketing team and his legal representatives for trademarks did not receive a prompt answer Thursday evening.

“We are dissatisfied, and we’ll allow the situation to unfold, but we are not evading this individual,” Barisano stated. “We intend to contend against him vigorously until the conclusion.”