As noted by veteran NBA reporter Marc Stein, the Mavericks’ franchise face has sent a petition to the United States Patent and Trademark Office. Stein writes that Doncic is “seeking to cancel the registration of the trademark “LUKA DONCIC 7” that is currently owned by his mother.”
Just over a year after the trademark was filed, it was officially registered on Jan. 17, 2020.
Doncic, who was drafted third overall by the Atlanta Hawks in 2018, submitted a statement to Stein on the matter:
“I have a lot to look forward to as I continue to grow as a player and a person and it’s important to me to control my own brand and focus on giving back to my communities.”
Doncic was later flipped to the Mavericks in a blockbuster deal that sent fifth overall pick Trae Young to the Hawks. The 23-year-old led Dallas to playoff appearances in each of the past three seasons.
The three-time All-Star and three-time All-NBA First Team member led Dallas to the Western Conference Finals last season, but they were ousted by the eventual NBA Champion Golden State Warriors in five games.
Doncic has been turning heads with one dominant performance after another at the EuroBasket 2022 games. He’s averaging 26.6 points per game in the tournament, highlighted by a 47-point outburst against France in Slovenia’s 88-82 on Wednesday.
Doncic and Slovenia will face Belgium in the knockout stage of the tournament on Saturday. EuroBasket 2022 will conclude on Sept. 18.
Looking to reach the NBA Finals for the first time since 2011, the Mavericks will open their 2022-23 season against the Phoenix Suns — whom Dallas upset in the second round of the 2022 postseason — on Oct.19. The Mavericks’ home opener is set against the Memphis Grizzlies on Oct. 22.
Judging by his performance for Slovenia at EuroBasket, it’s safe to say that the trademark battle won’t hamper Doncic’s play with the Mavericks. But here’s hoping the two sides reach a resolution sooner rather than later.
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