What it do baby. A call-out made famous by then Toronto Raptors Kawhi Leonard as he sat in the back of a car with teammate Serge Ibaka. Leonard is seeking to trademark the catchphrase to sell merchandise.
Leonard, known for his laconic, deadpan delivery became an ascending NBA star this past year as he helped the Toronto Raptors with the NBA title. He then moved back to his hometown of Los Angeles to play with the Los Angeles Clippers.
My guys! Kawhi kills me pic.twitter.com/oiKFPnlCBX
— M. (@MSlickk) June 15, 2019
New Balance, his apparel sponsor, capitalized on his personality with a simple, straightforward marketing campaign. New Balance released “Board Man Gets Paper” and “Fun Guy” in bold type on black t-shirts sold out once they were released. Leonard’s game and popularity grew and New Balanced took advantaged of the timing.
While this was happening, Leonard is embroiled in a lawsuit with his former sponsor, Nike, over a logo he states he created but Nike copyrighted and now states is owned by the brand, not Kawhi. Leonard initiated the lawsuit, but Nike has filed counterclaims which include a breach of contract. The lawsuit is still pending.
The latest trademark application is filed by Leonard’s LLC to ensure no dispute with New Balance.