Max Verstappen Seeks Trademark for 'Simply Lovely' Clothing Line

Max Verstappen files a trademark for his catchphrase, securing exclusive use on apparel and expanding his personal brand.

Max Verstappen has filed a trademark application for his radio catchphrase “simply lovely” to use on a range of clothing.

The European Union Intellectual Property Network confirmed that Verstappen filed the application in May of this year.

The three-time world champion aims to secure the rights to use his expression on a variety of clothing items, including apparel, footwear, headgear, and more. He already sells a range of clothing featuring the phrase on his website.

The application describes the line as “Simply Lovely inspired by Max Verstappen.” It will also grant him the rights to use the phrase for advertising and other purposes.

The Red Bull driver first used the expression when he overtook Sebastian Vettel to take the lead in the first lap of the 2017 Mexican Grand Prix. “Simply, simply lovely,” Verstappen said over the radio. “Oh, simply my friend,” responded his race engineer Gianpiero Lambiase.

Since then, Verstappen has won 58 more Grands Prix and occasionally used the phrase over the radio in various events. Last year, he celebrated his victory in the U.S. Grand Prix sprint race with the same phrase.

However, his rival Lando Norris adopted it when he won Verstappen’s home race at Zandvoort earlier this year. Norris told his race engineer Will Joseph, “Simply lovely, dude,” after beating Verstappen by 22 seconds at the finish line.

A phrase that irritated Verstappen, and now it’s clear why, with this trademark application.