Eagles File For Trademark For ‘Brotherly Shove'

PHILADELPHIA, PA — Week after week, teams have tried and failed to do something the Eagles have done seemingly effortlessly for much of the past two years. And it's not just winning.

The Eagles quarterback sneak, now widely known as the Brotherly Shove, has been absurdly successful for the Birds. It's resulted in a first down or a touchdown on 92 percent of attempts this year, according to statistics provided by ESPN. The league wide rate is notably lower.

Now the Eagles are filing for a trademark for the "Brotherly Shove" phrase and plan to use it on apparel and clothing, according to trademark attorney Josh Gerben.

The play often involves Jalen Hurts leaping over the top of his linemen to make a very small gain, and having his teammates shove him from behind to get him the extra yard or inch.

Assuming there are no holdouts, Brotherly Shove would join a pantheon of Philly sports slogans and mantras converted into national and even global profit. The "Attaboy Harper" comment from the Phillies-Braves playoffs series is already a t-shirt, and Allen Iverson's "The Answer" shoes made by Reebok have been coveted for years. The closest analogy, that of a team or player getting a formal patent for official and exclusive use, came in 2019 when Joel Embiid patented "Trust the Process."