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Today, we’re diving into a trademark story that’s been generating real interest—Lamar Jackson versus Dale Earnhardt Jr.—and what it tells us about protecting your brand, even when it’s something as simple as a number.
A Number Becomes A Brand
Lamar Jackson isn’t just a two-time NFL MVP—he’s also been building a serious personal brand around his jersey number: 8. His brand, “Era 8,” stylized as ERAA 8, has been trademarked since 2019. It covers everything from apparel to accessories, giving him exclusive rights to use that mark in commerce.
For Jackson, this isn’t just about football. It’s about identity, consistency, and a long-term business strategy. When you attach a number or symbol to a personal or professional brand in a meaningful way, that element becomes valuable—and worth protecting.
A Trademark Filing From A Racing Legend
Fast forward to December of last year. Dale Earnhardt Jr., a well-known figure in NASCAR, filed a trademark application for a stylized version of the number 8—one that looked very similar to the one used during his racing career. He’d raced under that number for much of his time on the track, and now he wanted to secure the rights to use a specific design tied to it.
Here’s where things got interesting. Jackson’s trademarks had already been filed and in use for years. From a legal standpoint, that matters. In the world of trademarks, the first to use and register typically has the upper hand. So, when Earnhardt’s team filed, it immediately raised a red flag.
No Courtroom Drama This Time
Fortunately, this never turned into a lawsuit. In April, Dale Earnhardt Jr. publicly confirmed that he would move forward with a different design—one that wouldn’t conflict with Jackson’s existing trademarks. It was a smart business move that kept the issue out of the courts and off the front pages.
This kind of quiet resolution is more common than you might think. It saves money, protects reputations, and allows everyone to move on with their plans without unnecessary disruption.
The Key Takeaway For Brand Owners
This case is a great reminder that branding isn’t limited to logos or slogans. Even numbers or letters—when used consistently—can become trademarked assets. If you’re working on building your brand, always check existing trademarks before you file anything new. Failing to do so can lead to costly disputes and the need to rebrand under pressure.
And while it’s possible to recover from a trademark conflict, avoiding one altogether is often the better path. Filing with proper research and professional guidance helps protect your investment from day one.
Protecting Your Identity From The Start
As our Ann Arbor, MI patent search lawyer who works with business owners and creatives, I know how important it is to take early action when protecting your identity. At The Patent Baron PLLC, we help clients lock in their trademarks and defend their rights with confidence. If you’re planning to launch a brand—or have already started—make sure your ideas are secure. Reach out to us today to begin protecting your future.
