The NFL has made its brand the king of American sports. It has built a globally recognizable identity, and its athletes have become icons worldwide.
Players such as Rob Gronkowski and Tom Brady have built personal brands and logos from their careers and defining moments. Now, another NFL athlete has turned a signature moment into an emerging brand.
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Against the Green Bay Packers, Caleb Williams and the Chicago Bears faced a fourth-and-eight in a must-convert situation. Williams delivered, making an off-platform throw to Rome Odunze to move the chains.
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The Bears went on to win, and Williams earned the nickname “Iceman.” On March 18, he filed a trademark application for both the nickname and the iconic throw. Trademark attorney Josh Gerben announced the filing, which his firm handled.
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Gerben founded his firm in 2008 and has since registered more than 8,000 trademarks across 30 countries. I spoke with him about Williams’ filing and its broader implications for athletes.
“The past 10 years, you’ve seen an uptick in athletes being aware of the brand they’re creating on the field,” Gerben said. “It can then be translated off the field.”
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He pointed to the play Williams is now using as a branding cornerstone. It also isn’t Williams’ first filing. Gerben emphasized that the primary reason athletes should follow this approach is to protect their brand and likeness.
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“Typically, if you’re an athlete making a filing around a nickname or around a famous picture taken of you … you are starting to see people in the marketplace selling merchandise,” Gerben said.
Dec 20, 2025; Chicago, Illinois, USA; Chicago Bears quarterback Caleb Williams (18) eludes Green Bay Packers defensive end Rashan Gary (52) during their football game at Soldier Field. Mandatory Credit: Dan Powers
He added that controlling merchandise quality matters because it directly ties to an athlete’s name and likeness. Building a portfolio, as Williams is doing, also creates licensing opportunities with major companies.
With the “Iceman” name and logo, Williams can control who receives licensing rights. “When you’re going to the Nikes, Adidas, and all the different endorsements … that will let him control the relationship,” Gerben said.
This approach gives athletes more than partnership leverage — it gives them ownership of their brand.
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I asked Gerben how athletes should think about trademarking and what happens when they fail to act. His answer was straightforward: protection.
Caleb Williams
Chicago Bears quarterback Caleb Williams (18) looks downfield against the Green Bay Packers during the second half of an NFC Wild Card Round game at Soldier Field. Credit: Matt Marton-Imagn Images
If an athlete delays and someone else files first, a $3,000 to $5,000 application can turn into a $10,000 to $200,000 legal battle. Gerben likens early action to insurance for a brand portfolio.
“You buy insurance, you spend a couple grand on it, you hope you never have to use it. But it’s a heck of a lot better than not buying insurance and spending a couple hundred grand.” Gerben said when laying out the groundwork on filings and how they protect like insurance.
Timing is critical. Just two months after the play, Williams filed an application that could take 12 to 18 months to process. Waiting even a few more months could mean losing that protection.
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Gerben describes Williams’ approach as treating a personal brand like a business — something he urges all athletes to do.
Jan 18, 2026; Chicago, IL, USA; Chicago Bears quarterback Caleb Williams (18) runs onto the field during player introductions before an NFC Divisional Round game against the Los Angeles Rams at Soldier Field. Mandatory Credit: David Banks-Imagn Images
“You’re basically a little, mini company walking around because you have so much influence in the world,” Gerben explained. “The way you protect that is with trademark filings.”
Major companies use the same strategy. By trademarking “Iceman,” Williams not only protects and grows his portfolio but also sets a model for how athletes should approach their brand opportunities.
The takeaway is clear: athletes must treat their name and likeness like a business — use it strategically and protect it early.
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