Bloomberg Law
May 26, 2021, 10:38 PM

NBA Star Embiid Can’t Register ‘Trust the Process’ Shoe Mark

Kyle Jahner
Kyle Jahner
IP Reporter

NBA star Joel Embiid’s bid to register a “Trust the Process” trademark for shoes was blocked by the fact that a CNBC reality show host already registered it for clothes, the Trademark Trial and Appeal Board said.

The Cameroonian center for the Philadelphia 76ers failed to rebut an examiner’s claim that the identical trademarks for related goods would result in consumer confusion, the TTAB said in a precedential decision.

Marcus Lemonis, CEO of Camping World and host of the business reality show “The Profit,” registered his trademark in 2016.

The board rejected Embiid’s argument that his registered “The Process” trademark ...

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