Luka Doncic and Mom Resolve Trademark Dispute


Luka Doncic and his mother during a press conference. | Image by Total Pro Sports.

Mavericks superstar guard Luka Doncic and his mother, Mirjam Poterbin, have quietly resolved a legal conflict involving the trademark “LUKA DONCIC 7,” owned by Poterbin.

On December 5, Doncic terminated a petition that he filed on September 6, in which he sought to cancel the trademark’s registration, according to public records on the United States Patent and Trademark Office’s (USPTO) website.

Doncic consented to Poterbin to register “LUKA DONCIC 7″ in November of his rookie season with the Mavericks in 2018-19 when he was 19. Poterbin, at the time, provided “assistance and guidance for his off-court business opportunities,” according to the September petition, which The Dallas Express reported.

The trademark was officially registered in January 2020, according to USPTO records.

However, Doncic issued a written notice in July 2021 that he wished to revoke his mother’s trademark because he wanted to consolidate his brand without her involvement.

The superstar guard had incorporated his mother’s trademark into a logo he used shortly after the Mavericks acquired his draft rights in June of 2018 — an “L” as an upside-down seven and another seven underneath the “D” to incorporate his jersey number.

Then, shortly before the start of the 2021-22 season and after he signed a $207 million supermax extension with the Mavericks, Doncic unveiled a new logo to appear on all of his Jordan Brand shoes and clothing. It incorporates his initials (LD), uniform number (77), and an S representing his home country of Slovenia.

Aside from Doncic’s Jordan Brand shoes and apparel, the latter logo has also appeared on all his business and charitable enterprises.

“I have a lot to look forward to as I continue to grow as a player and a person, and it’s important to me to control my own brand and focus on giving back to my communities,” Doncic said in a statement provided to Substack’s Marc Stein in September.

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