Taco Bell and LeBron James have teamed up to free “Taco Tuesday” from its trademark status.
James has previously shown his support for “Taco Tuesday,” a festive day of the week where everyone is meant to enjoy the dish in their preferred way. The Lakers star previously tried to trademark the term himself but was denied by the U.S. Patent and Trademark Office. At the time, he was looking to monetize his viral Taco Tuesday videos and ensure he could not be sued for it. Now, he has joined forces with the top taco chain to free the phrase from its trademark.
In his new commercial with Taco Bell, James calls for the trademark to be ended, allowing others to use it for their businesses.
“‘Taco Tuesday’ is a tradition that everyone should be able to celebrate. All restaurants, all families, all businesses – everybody,” James declares in the clip. In conjunction with the commercial, the fast food restaurant also launched a petition titled “Freeing Taco T***day.”
Taco John’s, based in Cheyenne, WY, has owned the “Taco Tuesday” trademark since 1989. Taco Bell is preparing for a legal battle with the restaurant, having filed petitions with the USPTO Trademark Trial and Appeal Board to dismantle their competitors’ federal trademark registrations.
Taco John’s CEO Jim Creel called their fellow Tex-Mex connoisseur a “big, bad bully” for filing a lawsuit to strip away their trademark. However, Taco Bell claims they are only trying to make the term “Taco Tuesday” universal for all. Over 2,000 people have signed the Change.org petition to remove the trademark.