“Trust the process” has become a rallying cry for fans of the Philadelphia 76ers — and now Joel Embiid is planning to start an empire based on the phrase.
The center, 25, had a trademark filing approved for “The Process” — which has also become his personal moniker — on Tuesday, the same day as the NBA draft lottery. It’s a full-circle moment for Embiid; he first filed the application on Oct. 28, 2016, just days after making his NBA debut against the Oklahoma City Thunder.
According to documents obtained from the United States Patent and Trademark Office, the trademark spans apparel such as shirts, sweatshirts, shorts, sweatpants, hats and flip flops. He also has many other open filings which have yet to be approved under both “trust the process” and “the process,” including one for pre-bottled non-alcoholic Shirley Temple drinks.
The grenadine and ginger ale drink is a favorite of Embiid’s. He used to drink three to four pitchers of the stuff a day before cutting back to just one glass. Now, he’s ready to spread “the best drink ever” in pre-packaged form to the masses.
His other trademark applications currently being processed include basketball training camps and clinics, board and computer games, watches and tie pins, protein drinks and many more goods and services.
After he was brought to tears by a Game 7 loss to the Raptors on Sunday, Embiid quickly endorsed bringing impending free agents Jimmy Butler and Tobias Harris back to Philadelphia in free agency.
Perhaps the team will toast with a Trust the Process Shirley Temple at next year’s final games.
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