Chicago Sky forward Angel Reese has turned social media mockery into a potential six-figure business opportunity by filing a trademark application for “Mebounds” – a term originally coined by critics to describe her tendency to rebound her own missed shots. The move demonstrates a masterclass in brand protection strategy that every business owner can learn from.
From Insult to Intellectual Property
The term “mebounds” emerged on social media as fans noticed Reese’s propensity to miss layups and immediately grab her own rebounds, with critics suggesting her impressive rebounding statistics were artificially inflated. Rather than letting the criticism fester, Reese took control of the narrative in a brilliant display of trademark strategy.
“Whoever came up with the ‘mebounds’ thing, y’all ate because ‘mebounds’, rebounds, crebounds… anything that comes off that board, it’s mine,” Reese said in her TikTok video. “And a brand? That’s six figures right there.”
On June 14, 2025, Reese’s LLC officially filed a trademark application with the United States Patent and Trademark Office, seeking protection for “Mebounds” for use on apparel including t-shirts, sweatshirts, and hats.
The Legal Strategy Behind the Move
Reese’s decision to trademark “Mebounds” illustrates several key principles of effective trademark protection:
Reclaiming Negative Terms: There’s precedent for turning derogatory terms into valuable trademarks. Companies have successfully registered marks that were initially used to mock or criticize them, transforming potential brand damage into commercial advantage.
Speed to Market: By moving quickly to file her application, Reese demonstrates understanding that trademark rights often go to the first to file. Waiting too long could have allowed someone else to claim the mark.
Strategic Classification: Filing for apparel creates a clear commercial use case. T-shirts, sweatshirts, and hats represent straightforward merchandise categories that align with athlete branding strategies.
Building on Existing Fame: Reese’s association with the term through her basketball performance and social media presence strengthens her claim to trademark ownership.
Likelihood of Success
As of June 2025, Reese leads the WNBA in rebounding, averaging 11.9 rebounds per game this season, giving her legitimate claim to terms associated with rebounding prowess. This creates several factors favoring her trademark application:
Distinctiveness: “Mebounds” appears to be a unique coined term, not merely descriptive of rebounding in general. This arbitrary nature supports trademark eligibility.
Commercial Intent: Reese has clearly articulated business plans for the mark, demonstrating genuine intent to use it in commerce rather than merely defensive registration.
No Apparent Conflicts: Initial searches suggest no existing federal trademark registrations for identical or confusingly similar marks in related categories.
Strong Association: Through media coverage and social media attention, Reese has already established strong public association between herself and the “Mebounds” term.
Potential Challenges
While Reese’s application appears well-positioned, certain issues could arise during USPTO examination:
Use in Commerce Requirements: The USPTO requires evidence of actual use in commerce or a bona fide intent to use. Reese will need to demonstrate genuine plans to sell branded merchandise.
Descriptiveness Concerns: If the USPTO determines “Mebounds” merely describes a type of basketball statistic, rather than identifying a source of goods, registration could be refused.
Opposition Proceedings: Once published in the Official Gazette, third parties have 30 days to oppose the registration if they believe it would harm their interests.
The Business Implications
Reese’s stated goal of generating “six figures” from the brand reflects sophisticated understanding of athlete merchandising potential. A successful trademark registration would provide:
Exclusive Rights: Nationwide protection preventing others from using confusingly similar marks on related goods.
Licensing Opportunities: The ability to license the mark to other companies for use on various products.
Enforcement Power: Legal standing to stop unauthorized use and potentially collect damages.
Brand Building: A registered trademark adds legitimacy and value to merchandising efforts.
Lessons for Business Owners
Reese’s approach offers valuable insights for entrepreneurs facing criticism or negative commentary:
Monitor Your Brand Environment: Stay aware of how your business name, products, or services are discussed online and in the marketplace.
Act Quickly on Opportunities: When negative terms gain traction, consider whether they can be reclaimed and transformed into business assets.
File Defensively: Even if you don’t immediately plan to use a mark commercially, filing can prevent competitors from claiming valuable brand territory.
Think Beyond Traditional Uses: Trademark protection extends beyond obvious applications – consider how creative uses might generate revenue.
The Registration Process Ahead
With her agent Jeanine Ogbonnaya’s involvement, Reese appears to have professional guidance through the trademark process. The typical timeline involves:
Initial Examination: USPTO review for compliance with legal requirements (approximately 3-4 months).
Publication: If approved, publication in the Official Gazette for potential opposition (30 days).
Registration: Final registration if no successful opposition occurs.
Maintenance: Required filings between years 5-6 and every 10 years thereafter.
Beyond Basketball: Building a Brand Empire
Reese’s trademark strategy extends far beyond sports merchandising. By securing intellectual property rights in her name-associated terms, she’s building the foundation for long-term brand value that could outlast her playing career. This forward-thinking approach mirrors successful athlete-entrepreneurs who’ve leveraged their personal brands into business empires.
The “Mebounds” trademark application also demonstrates how modern athletes can control their narratives. Rather than letting critics define the conversation, Reese has seized ownership of the terminology and positioned herself to profit from it.
Protecting Your Own Brand
As Reese’s case shows, valuable trademark opportunities can emerge from unexpected sources. Every business owner should consider:
Comprehensive Trademark Searches: Before launching any brand or product name, conduct thorough searches to ensure availability and avoid conflicts.
Strategic Filing: Don’t wait until you’re using a mark commercially, file when you have a bona fide intent to use it.
Monitor Usage: Keep track of how your trademarks are used online and in the marketplace to identify potential infringement or opportunities.
Professional Guidance: Complex trademark decisions benefit from experienced legal counsel to navigate USPTO requirements and maximize protection.
The Power of Intellectual Property
Angel Reese’s transformation of “Mebounds” from mockery to merchandise illustrates the fundamental power of trademark protection. In today’s attention economy, the ability to own and control terms associated with your brand can mean the difference between viral criticism and viral revenue.
Your business name, products, and even the terms others use to describe you represent valuable intellectual property assets. The question isn’t whether you can afford to protect these assets, it’s whether you can afford not to.
The trademark process may seem complex, but as Reese’s case demonstrates, strategic intellectual property protection can turn brand challenges into business opportunities. With proper legal guidance and swift action, your next criticism could become your next revenue stream.
Don’t let others control your brand narrative or profit from terms associated with your business. Take ownership of your intellectual property before someone else does. Contact my office today to discuss how trademark protection can transform your brand challenges into competitive advantages.
