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Marcus Lemonis Gets The Last Laugh As Joel Embiid Loses Trademark Battle To Register ‘Trust The Process’

Joel Embiid has lost, on appeal, an effort to register the trademark for “TRUST THE PROCESS.” (Photo by Tim Nwachukwu/Getty Images) Many years ago, the Philadelphia 76ers decided to trust the process. Since then, the organization has gone from a team that logged only 10 wins during the 2015-16 NBA regular season to finishing first in the Eastern Conference this season, with a 2-0 lead over the Washington Wizards in round 1 of the NBA Playoffs. The phrase, “Trust The Process,” has been commonly uttered by those in and around the organization as the team has gone from the laughingstock of the league to a leader, and Joel Embiid, in particular, has taken an interest in the words, going as far as calling himself “The Process.” In fact, on November 21, 2018, Embiid filed an application with the U.S. Patent and Trademark Office (USPTO) to register the trademark, “Trust The Process,” for use in connection with the sale of shoes. Embiid originally filed the application on an intent-to-use basis, identifying to the USPTO that he had a bona fide intent to sell shoes in connection with a “Trust The Process” brand in the future. Embiid was blocked by a prior […]



Written by Darren Heitner

Darren Heitner is the founder of Heitner Legal. He is the author of How to Play the Game: What Every Sports Attorney Needs to Know, published by the American Bar Association, and is an adjunct professor at the University of Florida Levin College of Law. You can reach him by email at and follow him on Twitter at @DarrenHeitner.