Giannis Antetokounmpo files three new trademarks, including 'STAY FR34KY'

The business of Giannis Antetokounmpo continues to produce big numbers, and now he's making his number part of his brand.

According to trademark lawyer Josh Gerben, Giannis has filed three new trademarks for the expressions "STAY FR34KY," "FR34K SHOW" and "UNSEEN FR34KY HOURS," incorporating his jersey number into the three expressions. Gerben said the filings indicate that Antetokounmpo is gearing up to launch products using that branding, including clothing, water bottles, writing utensils and even stress balls.

Giannis already holds trademarks for "Greek Freak" (both with and without the 34) and "Antetokounmbros" (the classic shorthand for Giannis and his brothers)

"UNSEEN FR34KY HOURS" surely stands out as the most unusual; the most family-friendly read on what it means might be a reference to the extra hours he puts in the gym when nobody else is looking — a reference you can find on his Instagram page.

Or, perhaps your mind wanders to previous occasions in which Giannis has used "freaky" in a PG-13 sort of way.

Anteotokounmpo just made an appearance in a Super Bowl commercial as a pitchman for the Google Pixel 7 phone, and in addition to his sponsorship deal with Nike, he's appeared in advertisements for T-Mobile, Hulu, JBL wireless headphones and BMO Harris Bank, to name a few. He also made a particularly powerful ad for Greek chocolate milk.

In May of 2022, Forbes estimated Giannis' net worth at $80.9 million, ranking No. 10 on the magazine's list of highest-paid athletes.

Even when he's not selling in an official capacity, brands such as Oreos, Skittles and Culver's might like what they see from the Bucks superstar.

The all-time leading scorer in Bucks history will make a franchise-record seventh all-star game appearance this weekend in Salt Lake City.