A columnist from the San Francisco Chronicle asked Steve Kerr, head coach of the Golden State Warriors, if the team-building mantra “Strength in Numbers” was ideal for a t-shirt. Kerr smiled and said “Patent pending.”
Little did that reporter know Steve Kerr may not have been kidding. Although the mantra “Strength in Numbers” is not patentable subject matter, it is eligible for federal trademark protection and the reigning NBA champions have registered it.
“It’s become crystal clear it’s much more than a set of words,” said Kenny Lauer, the team’s vice president of digital and marketing. “When something becomes more than just a slogan, then you have to look at protecting that.”
The phrase originated with Steve Kerr prior to the 2014-2015 season, his first season as head coach of the Golden State Warriors. What started out as a way to inspire his players and bring them together as a team became a unifying cry for the Warriors and their fans.
The United States Patent and Trademark Office (USPTO) shows the Golden State Warriors applied for the trademark on June 4, 2015, a few weeks before they won the NBA title. Based on the results in 2015 and their march toward a second straight title, it would seem likely that their mark has gained significant value since the initial filing.
It is worth noting that the Warriors are not the only team or player to trademark a slogan. The Oakland Raiders trademarked their slogan, “Commitment to Excellence”, in 2002. In the late 80’s, L.A. Lakers coach Pat Riley trademarked the famous phrase “three-peat”. Bryce Harper, of the Washington Nationals, trademarked “That’s a clown question, bro”.
The Warriors are also not the only organization that has trademarked “Strength in Numbers.” U.S. Trademark Law allows for duplication of marks by different companies provided there is no likelihood of confusion between the identical marks. During the examination, performed by the USPTO, no marks were deemed to cause a likelihood of confusion with the Warriors’ mark. In addition, no entity came forward to oppose the Warriors’ registration once it was published for opposition. As a result, the Warriors’ mark was issued a notice of allowance on December 15, 2015.
