Under Armour took steps last month to protect its investment in NBA MVP Stephen Curry.
The shoe and apparel company, which signed Curry in 2013 after Nike passed on matching its competitor’s offer, filed to trademark a bevy of terms related to the Golden State Warriors guard who will play in his first NBA Finals against the Cleveland Cavaliers on Thursday.
The most familiar phrase the company filed for was “Charged By Belief,” a phrase Under Armour had been using with Curry since launching his signature shoe in February, but surprisingly didn’t move to trademark until May 21.
Other trademarks filed that same week included “Fall Back,” “The Game’s New Creative Genius,” “The Patron Saint of Underdogs,” “Baby-Faced Assassin” and “The League’s Most Unguardable Player.”
Under Armour spokesperson Diane Pelkey said company officials were not available to comment.
All the filings are for intended use on apparel, footwear, headwear and eyewear.
In April, Under Armour filed to trademark the Stephen Curry “S3C” logo that it had been using for months.
Nike owns three trademarks to “LeBron.” The company abandoned its seven filings to trademark “King James” from 2005 to 2008.
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