Miami Heat Star Jimmy Butler Files Trademark For Media Day 'EMO JIMBO'

Jimmy Butler went viral for his new emo look on NBA media day a few months ago, and even though his emo look didn't last long, the NBA star wants fans to expect more in the future.

The Miami Heat star shocked everyone on media day with his interesting look - straightened hair over one eye, black nail polish, and piercings in his lip, nose and one above his eyebrow.  And now he's about to make his one-day emo experience live on in a brand of clothing with the name he's trademarking, EMO JIMBO.

Butler nearly broke the internet with his unexpected emo look on NBA media day in October. Not only did he shock his fans, but also his teammates who clearly didn't expect to see this version of him.

"I'm feeling this. I'm very emotional right now," Butler said on media day. "This is my emo state, and I like this. This is me. This is how I've been feeling as of late."

He also explained that you "never know how I'm going to wake up in the morning."

"So this is how I feel today, and we'll see tomorrow," he said. "Tomorrow, I might be in all yellow, who knows? You're lucky we didn't get to wear our black jerseys because I'm supposed to be in all black."

His new look disappeared the next day, but Butler, 34, clearly wants his emo era to live on and grow into something more lucrative. The NBA star recently filed a trademark for the term, "EMO JIMBO" with the intent to use the name on his brand of clothing.

"The application that Butler filed on November 20 claims that he has a 'bona fide intent' to use the EMO JIMBO trademark as a brand of clothing," Trademark Attorney, Josh Gerben, told The Blast exclusively. "Butler has a long history of filing trademarks around his off the court activities. The most recent example would be the BIGFACE COFFEE trademarks he filed after starting his own coffee business during the NBA Bubble."

Gerben, founding partner of Gerben Perrott PLLC, said that the trademark filing will "help Butler and deal with any authorized sellers using the EMO JIMBO name to sell clothing online." It also will help clear the way for the NBA star to sell his own clothing line and "add another line of business to his various ventures."

The Heat star, who's also the founder of BIGFACE COFFEE, applied for a trademark for "Himmy Buckets" earlier this year because he reportedly plans to launch his brand of various drinks, apparel and mugs.

Butler, whose nickname has been "Jimmy Buckets" for some time, started his coffee business during the 2020 NBA Bubble. He was charging $20 for a cup of coffee that he made in his hotel room via a French press.

In a TikTok video, he explained how it began.

"Whenever I was in the bubble, I noticed we got cash in the envelope. So, this was during Covid, and it was like, oh, nobody wants to touch cash anymore; it's all cards, so in my mind, I think we can't even spend this cash that the teams are giving us," he said. "How can I hustle everybody out of this cash?"

"So, I just remember counting it, and it was like $4,040. It was an odd number, so I’m wondering if I can get people to like to pay me $20 per cup," he continued. "Eventually, they would run out of $20 bills, and they’d have to start paying me with $100 bills. And they pay me $100 bills, and I take it and say sorry, I don’t have any change. That’s where Big Face came from."

He said that in the U.S., a $100 bill is called a “Big Face,” and he wanted everyone to pay him $100 for a cup of coffee.

“Didn’t work that way,” he said. “But that’s a goal.”