By applying for a registration to trademark ‘Captain Cool’, Dhoni is looking to join the elite club of celebs who have leveraged their aliases



There’s a lot of chatter around M S Dhoni, who recently filed to trademark “Captain Cool” as a possible business venture. Dhoni’s legendary zen-like aura in the face of the most intense pressure on the cricketing field earned him this loving moniker which, let’s admit, has a pretty high recall value. While it is unclear in what shape or form Captain Cool will sit on a shop shelf, the move has sparked a wave of interest in how celebrities transform their monikers and aliases into lucrative brands. Here’s a sampler:




Cristiano Ronaldo - CR7: Combining his initials and jersey number, Ronaldo under “CR7” sells everything from underwear to hotels. A smart way to leverage Ronaldo’s global football dominance and charisma




LeBron James - King James: LeBron’s basketball reign, embodying his court dominance and larger-than-life aura powers his trademark. From sports gear to media ventures – this is all about slam-dunk commercial force




Michael Jordan - Air Jordan: “Air Jordan” captures Jordan’s gravity-defying basketball prowess, legendary stuff. His collaboration with Nike has earned a permanent slot in the pop culture hall of fame




Usain Bolt - Lightning Bolt: “Lightning Bolt” captures Bolt’s legendary blazing speed and iconic victory pose, electrifying track and field journey. Bolt’s trademark covers everything from sports to lifestyle