Bryan Altman, CBS Local Sports
On Sundays Marshawn Lynch is an unstoppable force. Those brave enough to try and tackle the man known as “Beast Mode” are either subjected to embarrassment as Lynch shrugs them off like a pesky fly, or they’re rewarded for their efforts with a bone-crushing collision with one of the toughest running backs in the NFL. On the field “Beast Mode” roams free without any natural predators, but off of the gridiron Lynch and his “Beast Mode” nickname are preparing for a legal battle that they might not be able shake off.
In October of 2014 Monster Energy stated that they will file a motion with the Trademark Trial and Appeal Board to try and prevent Lynch from expanding his already existing trademark on “Beast Mode.” Lynch trademarked “Beast Mode” in his second year in the league and wants to expand the trademark from men’s and women’s t-shirts to candy and non-alcoholic beverages, which would include energy drinks and sports drinks as well. Currently Lynch donates all proceeds from his brand to his Fam 1st Family Foundation, a non-profit foundation that Lynch co-founded with San Francisco 49ers backup quarterback Joshua Johnson.
Monster Energy already has trademarked phrases such as “Unleash the Ultra Beast” and “Pump up the Beast!” and is known to be somewhat of a trademark bully when they feel someone is infringing on their trademarks. According to Law360.com Monster Energy filed more than 40 motions with the Trademark Trial and Appeal Board in 2014 alone.
Super Bowl week has in a sense been hijacked by Lynch due to his reluctance to speak to the media and his aversion to complying with the NFL’s dress code standards, which explicitly forbid him from wearing his “Beast Mode” attire during press conferences. If Lynch can plow through Monster Energy’s motion like he bowls over would-be tacklers he could have a lucrative business venture to fall back on when he finishes terrorizing NFL defenses. Law360.com also stated that Lynch brought in over $100,000 in 2013 from his trademark. The sky is already the limit for “Beast Mode” on the field and if his trademark expansion is approved there’s no telling what Lynch can accomplish off of it.