Auburn Head Coach Gus Malzahn Aims to Trademark Phrase 'Hurry Up No Huddle'

Sebastian Lena@SP7988Analyst INovember 22, 2013

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College football fans who have been clamoring to purchase their very own “Hurry Up No Huddle” t-shirts might see the list of providers of the clothing apparel shrink drastically in the near future.

That’s because Auburn head coach Gus Malzahan has recently filed an application to trademark the phrase, via’s Jon Solomon:

Malzahn's Arkansas-based company called HUNH, LLC, applied on Nov. 13 for the phrase that's often associated with the coach's up-tempo offense, U.S. Patent and Trademark Office records show. The application says the trademark is for glassware and clothing. The company HUNH, LLC, was incorporated in February 2012, according to state records in Arkansas.

If the fact that Malzahn has his own company wasn’t shocking enough, the former Arkansas high school coaching legend also published the book,” The Hurry-Up, No Huddle: An Offensive Philosophy” back in 2003.

Malzahn trivia aside, the J&M Bookstore in Auburn has been selling the shirts this season for $17.99. The front features the initials “HUNH” while the back says: “QUIT YOUR WHINING (YOU GET 3 TIMEOUTS).”


But that hasn’t stopped several apparel manufacturers from producing far cheaper knockoffs of the t-shirt.

The news follows up reports that IMG College—the marketer of Auburn athletics—had filed opposition this month against C.O. Branded Corporation’s application to trademark “Gus Bus” for use on apparel.

If all goes as planned, you can add Malzahn’s name to a growing list of college football head coaches who have trademarked their names. A list that includes Clemson’s Dabo Swinney and Ohio State’s Urban Meyer among others.

According to Malzahn’s Auburn coaching contract, he earns $900,000 per year in exchange for assigning all of his personal endorsement rights to the university.

Well played, Mr. Malzahn. Well played.


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