Cold Palmer™: Why Owning Your Name is the Smartest Play of All
Learn why owning your name early, like Cole Palmer, is the smartest play for athletes in today's creator-driven era.
Cole Palmer is reportedly trademarking himself, locking in Cold Palmer™ across nine major categories, from clothing to cars and cosmetics.
Palmer’s decision is part of a broader, and much smarter, cultural shift—one where athletes are treating their personal brand like a business from day one.
For modern players, the game is just the starting point. Their name, their celebration, even their quirks can become assets that stretch far beyond the 90 minutes. Palmer isn’t the first to realise this, but he might be one of the first Gen Z athletes to truly embody it.
So why does trademarking matter? And what can we learn from a footballer whose penalty conversion rate isn’t the only thing that’s perfect?
The move to trademark your own name or brand doesn’t feel out of place now. But rewind a few decades, and the idea of athletes proactively protecting their intellectual property (IP) was reserved for the world’s most elite few— think Beckham or Jordan. They were building global empires, but that success wasn’t inevitable. It required foresight and business nous.
David Beckham’s ‘DB07’ was as much about positioning as it was about performance. More recently, Cristiano Ronaldo’s CR7 transformed a simple monogram into a billion-dollar enterprise. Both leveraged their on-pitch achievements to create products and stories that resonated across fashion, fitness, and lifestyle.
But here’s what’s changing: today, athletes don’t need to wait until they’ve built a global legacy to make their mark in the world of business. They can start early, betting on their potential while their careers are still on the rise. Palmer’s ‘Cold Palmer™ isn’t about cashing in now; it’s about locking in his cultural capital while it’s hot.
Let’s break this down. Cole Palmer’s ‘Cold Palmer’ trademark isn’t random. It’s built on a foundation of content, conversation, and attention. His icy-cool celebration already feels iconic—a gesture that fans mimic, share, and debate online. It’s even being performed by players in the NFL.
Football celebrations are no longer just expressions of joy; they’re content. Paul Pogba’s dab, Kylian Mbappé’s folded arms, or Erling Haaland’s meditative pose—these moments are instantly GIFable, Instagrammable, and TikTok-ready. The smartest players know this and leverage it.
Palmer’s choice to trademark ‘Cold Palmer’ shows he understands that anything that captures cultural attention has value. Owning the IP means he controls how that value is monetised—whether it’s through clothing drops, a signature fragrance, or something unexpected.
We’re in an era where athletes are not just players but creators. They generate highlights on the field and build narratives off it. Their social media profiles are broadcasting channels, their celebrations are viral assets, and their lifestyles are a blueprint for millions.
Take LeBron James. Beyond basketball, he’s created a multi-faceted empire across media, production, and even tequila. Or look at Serena Williams, whose name transcends sport through her fashion line, investments, and cultural influence.
The lesson? Athletes who think like creators build leverage.
Trademarking gives you options. You don’t need to know exactly how you’ll use your IP tomorrow. You just need to secure it today. Eric Cantona trademarked ‘Ooh Ahh Cantona’—not because he needed it then, but because he understood its resonance. Fast forward, and those nostalgic chants remain priceless cultural currency and if he ever wanted to leverage it commercially he could.
The boldest move Palmer made here wasn’t trademarking a cool phrase. It was betting on himself.
Many players wait to build a profile before making these plays. Palmer flipped the script. He trademarked ‘Cold Palmer’ while still building his legacy, understanding that cultural moments can be fleeting. By taking ownership now, he ensures that he profits from the celebration, not just brands looking to capitalise on it.
This mindset—to pre-empt success—is one every athlete can learn from. Think of it as planting seeds. Maybe Palmer never drops a Cold Palmer™ clothing line. But what if he does?
What if his boot sponsor Nike wants to create a Cold Palmer line of sportswear? Or does one of Nike’s competitors want to make him an offer to pry him away at the end of his contract? Either way, he now has more leverage in those negotiations.
The foresight costs little today but can be worth millions tomorrow.
Palmer’s trademark move is a blueprint for anyone looking to turn cultural capital into something more concrete. Here are the key lessons:
Own Your IP Early: If something resonates—a phrase, a celebration, a nickname—protect it. You don’t need to monetise it now, but ownership is key.
Bet on Yourself: Back your future success. Pre-empt the win and position yourself to reap the rewards later.
Think Bigger: Your career isn’t just about performance. It’s about building leverage, creating stories, and holding space for ambitious ideas.
In football, we often celebrate goals, trophies, and records. But moves like Palmer’s are worth celebrating, too. They’re a sign of how far athletes have come in recognising their own value—not just as players but as cultural forces.
So next time you see Palmer pull out his signature celebration, remember: it’s not just a moment. It’s a brand. And if there’s one thing we can learn from Cold Palmer, it’s this: own the moment. Own the name. Own the future.
Thanks for reading, David Skilling
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