The National Basketball Association (NBA) Finals and Eastern Conference Finals have not stopped the Miami Heat’s 2023 MVP and fan favorite, Jimmy Butler, from adding to his trademark portfolio.

Through applicant ZS Endorsement, LLC on May 24, 2023 — between Games 4 and 5 of the Heat’s battle against the Boston Celtics to reach the NBA Finals — Butler filed intent-to-use Application Serial No. 98/010,313 for “HIMMY BUCKETS” in connection with various goods, including athletic apparel, drinkware, beer, and non-alcoholic beverages such as coffee, tea, soda, and seltzer water.

One week later, on the eve of Game 1 of the NBA Finals against the Denver Nuggets, Butler filed several more intent-to-use trademark applications aimed to protect his well-known nicknames. These new applications include Serial No. 98/022,214 for “PLAYOFF JIMMY,” Serial No. 98/022,285 for “HIMOTHY BUTLER,” and Serial No. 98/022,234 for “HIMMY BUTLER,” all in connection with the same athletic apparel, drinkware, beer, and non-alcoholic beverage goods listed above. Notably, Butler’s portfolio also includes Application No. 90/664,531 for “JIMMY BUCKETS” for athletic apparel and drinkware, which was allowed by the U.S. Patent and Trademark Office (USPTO) in 2021. These filings indicate that the Miami Heat star is likely planning to launch his own athletic clothing and beverage lines.

Butler currently has a total of twenty-four (24) active applications pending before the USPTO via ZS Endorsement, LLC. Many of these applications relate to his “BIG FACE” coffee brand, which Butler reportedly conceptualized during the pandemic while in the 2020 NBA Bubble.

USPTO Record for Application Serial No. 98/022,234 for “HIMMY BUTLER,” owned by ZS Endorsement, LLC