Luka Doncic is petitioning the US Patent and Trademark Office in order to gain control of his own name and trademark.
Doncic is currently playing in the EuroBasket championships overseas with his home country of Slovenia – having recently dropped 47 points, 7 rebounds and 5 assists in a win over France.
The trademark is currently owned by Doncic’s mother, Mirjam Poterbin. Doncic gave her permission to register his name as a trademark back in 2018, but she has since refused to give up control to him.
Doncic is currently playing for the Slovenian national team in the 2022 Eurobasket tournament
According to reporter Marc Stein, Doncic tried to get his mother’s company to give up the trademark by appealing in writing, but that was unsuccessful.
Doncic tried trademarking the name ‘Luka Doncic’ with the USPTO, but it was rejected ‘preliminarily’.
This latest filing is an appeal to cancel the current trademark for ‘Luka Doncic 7’ held by Poterbin.
Stein’s report says this was a, ‘last resort in a bid to gain full control over his name, brand, charitable foundation, and business affairs, since conflicting trademarks prevent Doncic from holding clear rights to use his own name.’
The Mavs guard unveiled a new logo last season for his line of Jordan Brand sneakers and apparel that used his initials, his number of 77 and the letter S as an homage to his home country.
Doncic was named to last year’s All-NBA First Team for the third time in his career.
He led the Mavericks to the Western Conference Finals, where they lost to the eventual champion Golden State Warriors in five games.