The Heartland’s Common Sense and the Quest for a Super Bowl Hat-Trick
In the United States, there’s a deep appreciation for the straightforward and pragmatic values often associated with the Midwest. Currently, this perspective is being tested in Kansas City, Missouri, as enthusiastic football supporters rally behind the Chiefs, hoping for a third straight Super Bowl win.
There’s a growing practical understanding around the phrase “three-peat,” which has entered the sports lexicon to describe winning three consecutive championships. The backstory of this term involves Pat Riley, a renowned figure in basketball both as a player and a coach. In 1988, while coaching the Los Angeles Lakers who were eyeing their third consecutive title, Riley trademarked “Three-Peat.” The trademark covered typical merchandise such as hats and T-shirts. It’s important to note that owning a trademark doesn’t require inventing the term, but rather being the first to commercially use it in a specific way—a principle exemplified by the word “Apple” in business.
Local Merchandisers and the Three-Peat Dilemma
As reported by Kansas City’s KCTV, local vendors are preparing merchandise in anticipation of celebrating a potential Chiefs’ Super Bowl three-peat. Despite Pat Riley’s ownership of the “Three-Peat” trademark, these sellers are adopting a notably practical view on the matter. This attitude was highlighted during interviews where the intricacies of trademark law were discussed, leading to some vendors being genuinely surprised to learn about the trademark. They expressed intentions to find creative alternatives to using the term directly.
Contrastingly, in regions like Boston and New York where I have substantial personal and professional experience, the reaction might not be as accommodating. There, the sentiment could likely be dismissive towards complying with such legal restrictions. In Kansas City, however, one fan suggested the necessity to invent new ways to describe achieving back-to-back-to-back championships.
Riley’s claim to “Three-Peat” wasn’t the first of its kind, as he bought the rights from another party. The term was first used by a high school student in Illinois during the late 1980s, according to an entry in Wikipedia which also lists sports teams globally that have achieved three consecutive wins.
Through his company, Riles & Company, Inc., Riley holds multiple active trademarks for “Three-Peat” across a variety of products, and even a new trademark application for energy drinks. His rights were upheld by the U.S. Trademark Office in 2001 against claims that “three-peat” had become a generic term. However, the dynamism of commercial environments means that the situation could evolve, and what was true two decades ago may not necessarily hold today. Public use of “three-peat” could lead to it being seen as a generic term in the context of sports, similar to other registered terms like “MVP” or “slam dunk” which are used more broadly.
Following others, like basketball coach John Calipari who trademarked “Refuse To Lose,” Riley wasn’t the first nor the last to secure rights to a phrase linked with sports achievements. These cases underline the ongoing debate about whether “three-peat” has become too generic to remain a protected term under trademark law.
If Riley’s trademarks are upheld, then using “Three-Peat” for commercial purposes without infringement remains a challenge. Sellers must innovate to either sidestep potential legal issues or to develop alternative branding that conveys a similar message without violating trademark law. Businesses like Dragon and Made Mobb are prepared to adjust, with the latter acknowledging the strategic nature of Riley’s actions and viewing it as part of the competitive game in business.
The debate over “Three-Peat” continues to stir discussions on trademark rights, with potential implications for how sports achievements are celebrated commercially. As the NFL season progresses, the outcome of the Chiefs’ campaign could further influence this conversation, particularly among fans and businesses in cities still vying for the championship.
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