Caleb Williams is a very good quarterback on his way to becoming great. That is all that matters to Chicago Bears fans. However, the young player has proven that for all his dedication to the game, he’s also interested in other ventures. There has been evidence for a long time that he wants to get into business ventures after his playing days. Not a surprise since his father is a businessman. To that end, he will need as much capital as possible for the day he retires. One way to get it is to secure merchandise revenue under his Name, Image, and Likeness (NIL).
There is no hotter tag coming out of the 2025 season than the nickname Williams earned thanks to his death-defying 4th quarter comebacks: Iceman. Everybody has seen the celebration, rubbing his arms up and down after winning touchdown passes. People are already making shirts with it. Williams aims to get in on that action, filing trademark applications for the “Iceman” nickname, a logo, and two silhouette shots of him throwing the famous 4th down pass to Rome Odunze against Green Bay. There is just one problem.
Caleb Williams has competition.
Patrick Finley of the Chicago Sun-Times discovered that NBA icon George Gervin is preparing to battle the Bears quarterback for the rights to that nickname. After all, he used it first during his playing days in the 1970s and 1980s. Unfortunately, he hadn’t bothered to register the trademark. An oversight his business team is trying to rectify.
“I’ve got nothing but respect for [Williams],” Gervin told the Sun-Times on Wednesday. “He’s already proved greatness and his potential upside is great. Like an ‘Iceman.’ But that name is taken. …
“All I’m saying is: Young fella, we’ve already got one ‘Iceman.’”…
…On March 20, four days after Williams’ application was filed, Gervin Interests LLC filed trademark applications for both “Iceman” and “Iceman 44,” referencing Gervin’s jersey number. Related goods and services include entertainment services and personal appearances by Gervin in addition to T-shirts, hats, shirts, wristbands, sweatshirts and other pieces of apparel. The application notes that Gervin’s “Iceman” nickname was first used by him in commerce in 1979.
Jerald Barisano, president/CEO of Gervin Global Management, said he wrongly believed Gervin’s nickname was already trademarked, owing the confusion to the death of a business associate.
Caleb Williams has every right to pursue the nickname.
Gervin was a 12-time All-Star in his playing days. He’s still considered one of the all-time greatest offensive players in basketball history, winning four scoring titles and averaging over 30 points in a season twice. His number is retired by the San Antonio Spurs. You can’t mention basketball history without his name coming up at some point. The only accomplishment that eluded him was winning a championship. So it’s not hard to see why he feels that “Iceman” nickname belongs to him.
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The problem is it’s not up to him to decide. By not going to the patent office to secure it, Gervin left the door open for someone to claim it eventually. He made the mistake of assuming his reputation would always keep people away from it. Caleb Williams, who wasn’t even alive when Gervin retired, likely didn’t know who he was. All he knew was the nickname hadn’t been trademarked, and so he moved quickly to grab it. First-come, first-served, as they say.
Don’t expect a resolution anytime soon.
It will take months for the commission to review the situation. Until that time, you can expect Caleb Williams to continue using the nickname. It certainly won’t stop Bears fans from calling him that. They don’t care what Gervin has to say about it. After what the young quarterback accomplished last year, the nickname is set in stone. Williams is the real Iceman in their eyes. Even if Gervin wins the trademark, it won’t stop people from calling him that. This entire situation isn’t about money for the NBA legend. It’s about legacy. The 73-year-old cares deeply about his, which is fair.
For Williams, it’s a business opportunity. He spent a lot of time building himself up to this point, earning the title through hard work and lots of lumps on the football field. He can’t be criticized for wanting to take advantage. It is what smart business people do. Time will tell who makes the stronger case. Gervin has longevity on his side, while Williams has more notoriety in today’s media sphere. It should be a compelling case.
