New York Knicks basketball player Jeremy Lin has filed to trademark the term "Linsanity", used to characterise his rapid rise to NBA stardom.
Mr Lin filed the application on 13 February with the US Patent and Trademark office.
There are four other applicants vying for the rights to the catchphrase, two of whom filed before Mr Lin.
The player, who had previously been let go by two teams, has led the Knicks to a winning streak.
Mr Lin's filings indicate the trademark will be used for a slew of sporting goods, sportswear and other merchandise.
His soaring media presence has made him a star in both the US and Asia.
Mr Lin is the first American basketball player of Taiwanese descent to play in the NBA.
He was recently named the NBA's Player of the Week, only the second Asian player to earn that honour.
The first was China's Yao Ming, who recently retired.
Yenchin Chang from California became the first person to try and trademark "Linsanity", making his filing on 7 February.
However, Pamela Deese, a lawyer who represents Mr Lin, told Bloomberg news agency: "We're prepared to enforce his intellectual property rights."
She said she had filed the trademark application on Mr Lin's behalf.