Orange County Trademark Attorney® Blog

Auburn Coach Seeks Trademark Protection For "Hurry Up No Huddle"

November 26, 2013

football.jpgOrange County - A trademark application filed on November 13th with the United States Patent and Trademark Office (USPTO) reveals Auburn University football's head coach's intent to trademark his signature approach, "Hurry Up No Huddle". The application was filed through the Auburn Tigers' head coach Gus Malzahn's limited liability company and seeks protection over the phrase, which refers to Malzahn's well known up-tempo style of play.

According to filing documents, Malzahn applied for protection in two separate classes, specifically in those covering clothing and glassware. Though his trademark lawyers filed the application based on an "intent to use" the phrase in connection with the goods, shirts displaying the phrase are already being sold in stores and online. A quick web search shows that J&M Bookstore, a retail outpost which has been "serving Auburn students, alumni and fans for over 58 years," is offering the shirts for $17.99. The t-shirts show the phrase "Hurry Up No Huddle" underneath the Auburn University logo and on the back are the words, "Quit Your Whining (You Get 3 Time-Outs)."

The "Hurry Up No Huddle" offensive style has long been associated with Malzahn , even years before he took his post as the Auburn University Tigers' head coach earlier in 2013. In 2003, while he was a coach at Springdale High School in Arkansas, he published his book entitled, " The Hurry-Up, No-Huddle: An Offensive Philosophy." According to the book, Coach Malzahn officially began incorporating the hurry-up, no-huddle philosophy into his offense during his time at Shiloh Christian High School beginning in 1997. During his time at Shiloh, his teams averaged approximately 7,000 yards per season using his quick offensive style. After taking that team to two state championships, he went on to do the same at Springdale High School, before becoming the Offensive Coordinator at the University of Arkansas.

The Auburn Tigers currently rank number four in offense in college football, with much of the program's success being attributed to the "Hurry Up No Huddle" mentality. The team is second in rushing yards this season and has an impressive 10-1 record. Given the sensation of his signature style and how integral it has been to the success of all of his football teams, the potential for "Hurry Up No Huddle" as a brand is obviously something that the famed coach has picked up on. While the USPTO has yet to issue any disposition with regard to the application, it will be interesting to see how this filing fares in the now commonplace trend of athletes and coaches trademarking their namesake nicknames, slogans, and styles. The Hurry Up No Huddle may have its ultimate test coming up this weekend as Auburn plays the top ranked Alabama Crimson Tide in the Iron Bowl.