Lamar Jackson drops No. 8 trademark challenge against Troy Aikman's company
Documents from the U.S. Patent and Trademark Office show Jackson's attorney, Andrea Evans, dropped her client's opposition to FL101 Inc.'s use of 'EIGHT' on Monday. The Patent and Trademark Office made the dismissal with prejudice official on Tuesday, meaning the case is permanently closed.
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The challenge from Jackson, who wears No. 8 for the Ravens, argued FL101's use of 'EIGHT' violated several of his trademarks, including 'Era 8' and 'YOU 8 YET?'
FL101 lists Aikman as one of two directors in its SEC filings. The three-time Super Bowl champion wore the No. 8 in his 12 seasons with the Dallas Cowboys. His company will now be able to use 'EIGHT' on its apparel products. It already sells an 'additive-free' light beer and other beverage products under the 'EIGHT' trademark it secured in June 2024. Jackson also challenged FL101's trademark application in that instance.
Trademark registrations specify which industries the trademark applies to and how rights holders can stylize or differentiate their logos, and disputes over their use often hinge on the idea that consumers might be confused about the identity of the product's seller.
Attorneys for Jackson and FL101 did not immediately respond to requests for comment.
Aside from Aikman's company, Jackson also has challenged the use of the No. 8 by entities including NASCAR Hall of Fame driver Dale Earnhardt Jr., who drove under the number from 1999 to 2017. Earnhardt dropped his pursuit of a trademark for a stylized 8 in April after securing the trademark for 'Budweiser No. 8,' previously owned by his stepmother, Teresa Earnhardt. His withdrawal came one day after Jackson filed his challenge.
.@DaleJr explains what really happened with the No. 8 trademark. 8️⃣ pic.twitter.com/I0ZEktMwKh
— Dirty Mo Media (@DirtyMoMedia) April 9, 2025
'(Jackson) wasn't suing me, he was just contesting it, and there's a part of the trademark process where if you believe somebody's applying for a trademark and it will hurt your brand, you can oppose it,' Earnhardt said of the brief dispute during an April episode of his podcast.
' … We got what we wanted, and down the road, I was not gonna argue with Lamar over something that I didn't plan on using. I wasn't going to spend thousands of dollars with my lawyers to fight for something I didn't need.'
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Jackson is preparing for the upcoming NFL season, with the Ravens set to face the Buffalo Bills on Sept. 7 in a rematch of last year's AFC Divisional playoff game.
The Ravens won their first preseason game against the Indianapolis Colts on Thursday and will, coincidentally, play the Cowboys this Saturday.
(Photo of Lamar Jackson: Greg Fiume / Getty Images)
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