The emergence of Unrivaled, a 3-on-3 basketball league founded by WNBA stars Napheesa Collier and Breanna Stewart, has been defined by athletic achievement and legal challenges. Launched in early 2025 near Miami, Florida, and later expanding to Philadelphia in 2026, the league has encountered significant difficulties in establishing its brand identity. These hurdles underscore the intricacies of trademark law, particularly the risks of brand confusion and the necessity of proactive oversight.
Unrivaled’s efforts to register key marks, including UNRIVALED, UNRIVALED U, and a design mark, have been delayed by the U.S. Patent and Trademark Office (USPTO). The USPTO raised concerns about potential confusion with existing trademarks, such as Penn State University’s registration of UNRIVALED (Registration No. 4708398) and pending applications for similar marks like UNRIVALED JOY and UNRIVALED BASEBALL. The league’s struggle highlights how even a high-profile venture can face legal obstacles when branding intersects with established intellectual property.
The rejection of the design mark (Serial No. 99086262) further illustrates the complexities of registering visual elements. Examining attorneys argued that colors alone lack distinctiveness, citing a recent Federal Circuit decision. While the league has three months to respond, the case reflects broader challenges in how abstract elements - such as color schemes or logos - can be evaluated under trademark law.
Despite these setbacks, Unrivaled has secured approvals for alternative marks, including CROWN THE ONE and other non-conflicting designs. This demonstrates the value of diversifying brand elements, though the lengthy process - spanning over a year for some marks - reveals the time and resources required to obtain trademark protection. The USPTO’s average processing time of 10.3 months adds pressure for startups navigating this system.
Unrivaled’s experience also underscores the importance of early trademark clearance. The league filed applications for team-specific marks, such as the Lunar Owls design (Serial No. 98830640), before its first season, yet faced delays due to potential conflicts with existing trademarks. This case illustrates how even proactive planning can be challenged by the sheer volume of existing intellectual property.
For businesses entering competitive markets, Unrivaled’s journey offers insights into the risks of trademark confusability. The USPTO’s strict interpretation of distinctiveness can complicate registration, yet the league’s persistence in filing multiple applications, despite uncertainty, highlights the need for strategic brand management. As Unrivaled continues its second season, its legal battles serve as a reminder that protecting a brand requires both innovation and vigilance.
IP Defender monitors national trademark databases for conflicts and infringements, helping businesses like Unrivaled avoid costly legal disputes. By identifying potential overlaps before they escalate, the service enables brands to secure their intellectual property without wasting time on rejected applications. The service covers 50+ countries, ensuring comprehensive protection for global ventures.
The stakes of trademark monitoring are evident. A single overlooked conflict can lead to financial losses, reputational damage, or the need to rebrand entirely. For startups and established brands alike, the cost of inaction far outweighs the investment in proactive defense. IP Defender’s continuous monitoring ensures brands stay ahead of infringers and maintain control over their intellectual property.
The USPTO’s processing delays and strict criteria make it essential to act early. Without a dedicated system for tracking trademark activity, businesses risk losing valuable time and resources to legal battles. IP Defender’s focus on monitoring and prevention aligns with the growing need for reliable, technology-driven solutions in trademark protection.
In a landscape where brand identity serves as both an asset and a vulnerability, the right tools can make all the difference. IP Defender’s approach to trademark monitoring reflects the reality that vigilance is not optional - it’s a necessity for any business seeking long-term success.