NBA Star Embiid Can't Win 'Trust The Process' Trademark

Law360 (May 27, 2021, 12:39 PM EDT) -- The Trademark Trial and Appeal Board has ruled that Philadelphia 76ers star Joel Embiid cannot register the phrase "Trust The Process" as a trademark for shoes, saying that CNBC host Marcus Lemonis beat him to it.

The NBA center applied in 2018 to register the phrase — a popular slogan for the team's long rebuild toward championship contention — but was refused last year because Lemonis secured a trademark registration covering apparel on the exact same words two years prior.

In a precedential ruling issued Wednesday affirming that decision, the board said it did not matter that Embiid already successfully registered "The Process"...

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