Can Luka Dončić Rebound from This Trademark Opposition?

Three time NBA All-star and the 2019 Rookie of the Year Luka Dončić is navigating oppositions in the tricky world of trademark law against an unlikely opponent, his mother. In 2018, the then 19 year old gave consent for his mother, Mirjam Poterbin to register the trademark "LUKA DONCIC 7". The logo consists of the wordings "LUKA" and "DONCIC" in a stylized font and the number "7" located one under the other, in six different international trademark classes.  

Fast forward to 2021, the Dallas Maverick small forward provided written notice to his mother that he no longer consented to the use and registration of his mark, because he wanted to consolidate and evolve his brand, without her involvement. Also in 2021, Dončić signed a reported 207 million dollar contract extension with the Dallas Mavericks and began using a new logo stylized with two 7's configured to appear like an L and a D, with the overall mark appearing as a slanted S - a likely nod to Slovenia.  

Since debuting the new logo in 2021, Dončić's company Luka99, Inc. has twice applied for the trademark of his name Luka Dončić and true to form, the USPTO has not approved the registration due, in part, to the existing "LUKA DONCIC 7" mark. On September 8, 2022, the USPTO's examining attorney received Dončić's Office Action response for further review. Like all trademark initial filings, until registration, this is an ongoing matter.  

The popular property proverb rings true here. First in time, first in right. Does anyone have superior rights to your name? Contact us today to schedule a consultation to discuss how you can claim ownership of your brand name based on this lesson from Luka Dončić.