Lebron James and Taco Tuesday

A Must-Read: Lebron James Fails to Register "Taco Tuesday" Trademark....On Purpose?

Just another classic trademark story of shifting alliances, corporate battles, NBA superstars, and tacos.

In 2019, Lebron James's company LBJ Trademarks LLC attempted to trademark the term "Taco Tuesday." Lebron was swiftly denied a trademark, because the phrase "Taco Tuesday" was generic, meaning its usage was so widespread that nobody would connect the phrase "Taco Tuesday" with Lebron James' company.

But that "generic" ruling was exactly the point. Lebron was not actually trying to obtain a trademark for the phrase "Taco Tuesday." The real target was a company called Taco Johns. Taco Johns already held a trademark for the term "Taco Tuesday," and wielded its trademark against other companies which dared to use the beloved phrase.

But the twists continued. Lebron was not merely in this to sell tacos and taco related merchandise. Instead, there was an alliance between Lebron and Taco Bell, who had recently signed a sponsorship agreement with Lebron.

Taco Bell, now armed Lebron's USPTO denial which stated in no uncertain terms that "Taco Tuesday" is generic, attacked Taco John's trademark. After a major lawsuit battle, Taco Bell and Taco Johns settled. Taco Johns abandoned their trademark, freeing "Taco Tuesday" for the masses.

Lebron celebrated the victory, in a statement released by Taco Bell:

"Taco Tuesday’ is a tradition that everyone should be able to celebrate. All restaurants, all families, all businesses – everybody, ‘Taco Tuesdays’ create opportunities that bring people together in so many ways, and it’s a celebration that nobody should own.”

Sources:
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