If I Were Coco Gauff's Lawyer
She’s winning on the court—and now it’s time to win off it, too. Here’s the legal playbook behind building a legacy. | I Am What an Intellectual Property Attorney Looks Like.
Hey Fam,
When Coco Gauff fell to the clay at Roland Garros during the 2025 French Opening, she wasn’t just celebrating a win.
She was planting a flag and affirming a legacy.
A flag that said: I’m not just here to compete.
And a legacy that said: I’m here to claim what’s mine.
The 21-year-old had just pulled off a comeback victory against the world’s No. 1, adding a second Grand Slam title to her résumé and etching her name deeper into tennis history.
But even as the confetti fell, the press buzzed, and Michelle Obama tweeted her congrats—what stood out to me most wasn’t the headlines.
It was what comes next.
Because when you win big, the world doesn’t just cheer.
It watches to see what’s next.
And when the world watches?
Opportunists show up too.
And dare we say, grifters and coattail hangers.
So if I were Coco Gauff’s lawyer, the first thing I’d say is…
Your name carries weight now, baby girl.
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Many of my clients have had their “Coco” moment.
Their big Ted Talk went viral.
They snagged a huge spot on the New York Times.
Or they just received recognition for the impact they’re making in their community.
And as with Coco, I tell my clients, this moment is bigger than this event.
This moment is about long-term leverage.
When your name no longer is just a name, it becomes a movement.
Indeed, a message.
And dare I say, a multi-million-dollar brand in the making.
Let’s talk legal facts.
Under U.S. trademark law, if a trademark includes a celebrity’s name, it can’t be registered without their written permission.
Translation? Only Coco Gauff should be profiting off of Coco Gauff.
But here’s the twist: if you don’t claim it, someone else might try.
And fighting to get your own name back is harder than protecting it from the jump.
A trademark gives you:
Ownership of your name in business categories
Power to stop unauthorized filings
Leverage when it’s time to license or collaborate
This isn’t vanity. It’s strategy.
And it’s step one in building a legacy brand.
Trademarking is great—but if your name isn’t active in the marketplace, it’s just a stamp without leverage.
To build real brand equity, you’ve got to use it:
On merch: from signature tennis wear to lifestyle gear
In media: think documentaries, YouTube series, or branded interviews
Through programs: camps, coaching, curriculum
Every time your name touches a product, program, or platform, you’re turning attention into income.
And for the rest of us? The same applies.
You don’t need a Grand Slam to have a name worth leveraging.
You just need intentional strategy behind what you’ve already built.
Your podcast, your course, your keynote series?
It all counts.
We’ve all heard the saying, “not all money is good money.”
And not every brand offer is a good offer.
With a trademarked name, you can license your brand—on your terms.
You choose:
Who uses your name
How it appears
What message it carries
And best part, you can revoke the license if the business partner no longer aligns with your vision, mission, and goals.
For her next level, Coco doesn’t need just another basic shoe deal.
She needs equity.
In partnerships that reflect her story and values.
In ventures that reflect her mission.
And in opportunities that leverage her impact.
In the same way, you don’t need mere exposure. That comes and goes.
You need alignment
Your name deserves that.
When you license with intention, you protect your vision and grow your impact.
This isn’t fear-mongering. It’s reality.
When you’re trending, people start filing.
We’ve seen it happen to athletes, founders, and influencers alike.
By the time the spotlight fades, someone else is selling your name on a knockoff hoodie on Canal Street near the Bodega that sells amazing Bacon, Egg and Cheese Sandwiches (my New York-ness is coming out…).
Protecting your IP gives you legal tools to:
Oppose bad-faith applications
Send cease-and-desist letters that stick
Preserve the value of what you’ve built
Because what you built is valuable. And you deserve to keep it that way.
This moment matters—for her, and for us.
It’s proof that with clarity, conviction, and the right counsel, you can turn visibility into longevity.
Your name isn’t just how people refer to you. It’s how the world remembers you.
And that? Deserves protection.
If you’re a founder, creative, coach, or builder with a name that’s gaining traction—don’t wait.
Secure it. Use it. License it. Defend it.
Because your legacy isn’t just in what you do.
It’s in what you own.
That’s the first thing I’d protect.
No fluff. No gimmicks. Just facts and fire.
What’s one part of your brand—your name, your tagline, your logo—that needs protection right now?
Drop your thoughts below. Let’s talk.
Need Help Protecting Your Creativity?
If you are unsure—or if you know you need to take action—reach out to us.
We have helped countless founders and creatives safeguard their intellectual property, and we would love to do the same for you.
If you need further guidance, reach out to me and my team at Firm for the Culture.
We’re here to help you navigate the copyright, trademark, and thought leadership journey.
Can’t wait to help you protect your dynamic impact.
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Thanks for reading.
See you next time.
#PurposeInProgress