You ever get so good at something that even your number becomes a brand? Yeah, welcome to Lamar Jackson’s world—where No. 8 isn’t just stitched on a jersey, it’s practically copyrighted with a stiff-arm. And when someone tries to step into that lane? Even if it’s Hall of Famer Troy Aikman? LJ’s got smoke for that. Not with pads. With paperwork.

Here’s the timeline: Back in July, last year, Jackson officially filed a challenge against Aikman’s company, FL101, for trying to trademark “EIGHT” on everything from t-shirts to beer cans. Sounds silly? It’s not. Because for Lamar, this isn’t just about a number. It’s about an identity. His brand “Era 8,” his Heisman days, two MVPs, and an entire wave of youth who now want to run, throw, and flex just like him—all built on the back of that digit.

But that wasn’t even the whole plot twist. When Aikman seemingly fired a slick jab during a broadcast, saying something about how “a decade from now, we’ll see where he lands,” Lamar didn’t call a press conference. He hit back with six words on IG: “Quick to speak slow to listen.” He further added, “The world would be a lot better if people used their two ears more than the one mouth they have.”

Also, let’s not forget—Jackson just was in the race to becoming back-to-back MVP. Alas, Josh Allen took that title. But does that make LJ an easy QB to play against? Heck, no! Well, we aren’t even going to go deep into the nitty-gritty of it because the internet has enough films on the same.

As for Lamar, He’s not asking for respect anymore. He’s taking it. The Athletic even doubled down, declaring Lamar the greatest No. 8 in NFL history—yes, ahead of Aikman and Steve Young. And let’s not even start on his Louisville numbers. The man practically rewrote the QB playbook with a joystick. Just look at his 2024 season’s numbers: 4,172 yds, 41 TDs, only 4 INTs, with 915 yds, and 4 Rushing TDs.

Look, it’s not like Aikman doesn’t have legacy. But Lamar has already landed. Now, he’s just gunning for the SB ring. And that’s why, when it comes to branding in the social media era? LJ’s version of 8 has more juice, more culture, and way more kids copying the signature swag.

Warning to everyone: Stay away from Lamar Jackson’s ‘8’

You know that one hoodie you wore so much it basically became your thing? Now imagine it’s a jersey number—and everyone’s trying to snatch it. That’s where Lamar Jackson is right now. And spoiler alert: he’s not here to share his No. 8. Not with Troy Aikman. Not with Dale Earnhardt Jr. Not with anybody.

So what went down with Earnhardt? Short story: a trademark application as Dale Jr.’s motorsports company tried locking in a stylized version of the No. 8. One that had nothing to do with his iconic Budweiser car design. Still, Lamar saw the filing, checked the playbook, and hit the legal challenge button. No lawsuit. Just a solid objection. And just like that? Earnhardt backed off.

“I learned on social media about the same time as everybody else did that Lamar was contesting our trademark application,” Earnhardt said on his Dale Jr. Download podcast. “When I dug into it, I learned that it was that JR Motorsports font. And we weren’t ever gonna use that again. Ever. So yeah, it’s not an issue. It’s a non-issue.”

So, in short, there’s no beef. If you want spice, go back to the Troy drama. Because Earnhardt wants no part of this unnecessary back and forth. If he learned that 8 is Lamar’s brand, then that’s the way the dice rolls; Earnhardt just did a quick sidestep, having decided it wasn’t worth running this particular race.

Smart move, honestly. Lamar’s been marking his territory around this number like it’s the red zone. Bottom line? If you’re thinking about trademarking anything with an “8” on it—maybe… don’t. Unless you’re ready to challenge the QB1 of branding in a courtroom instead of the gridiron. And spoiler: Lamar’s undefeated there, too.