For the media, the week leading up to the Super Bowl is a barren wasteland of regurgitated human-interest stories. The 24-hour news cycle, desperate to fill airtime and column space, reports on every bit of tedium that flows forth from the mouths of the athletes and coaches. No average viewer could possibly suspect that the players involved actually WANT to win the Super Bowl or that any of them have overcome obstacles on the way to the big game. Thankfully, Seattle Seahawks running back Marshawn Lynch became the man who launched a thousand #hottakes when he repeatedly answered reporters questions with the same few words. And now, the man known as "Beast Mode" is looking to trademark his now-infamous desire to avoid financial penalty.

Lynch has filed a trademark for the phrase "I'm just here so I don't get fined," a phrase he uttered as an answer to more than twenty questions posed by reporters during the notoriously-interminable Super Bowl Media Day. As reported by ESPN's Darren Rovell, the phrase will be featured on shirts and sweatshirts as part of Lynch's "Beast Mode" line of apparel. Chris Bevans, who runs Lynch's apparel line, told "We heard from our fans and so many of them were saying that they wanted that phrase on the clothing. This is just listening to the marketplace." If current sales are any indication, the latest addition to the "Beast Mode" line should do stellar business, as the company's website shows all their men's apparel as sold out. The brand also sold out all of their merchandise from their mobile store that set up in Scottsdale during Super Bowl week.

Lynch has become quite adept at turning a phrase and quickly capitalizing on it. Lynch previously trademarked the phrase  "About that action, BOSS" after an interview with NFL Network's Deion Sanders during last year's Super Bowl turned the off-hand quote into a catchphrase. He also holds four trademarks related to his "Beast Mode" nickname, and has filed a trademark on the phrase "Power Pellets." Lynch can often be seen eating his "power pellets", better known as Skittles candy, on the sidelines during football game, undoubtedly garnering Skittles valuable free advertising (and further substantiating my claims that I am but a candy bar or two away from a athletic career.) With Lynch entering the last year of his contract with the Seahawks, having such a sizable IP portfolio will allow him to capitalize on his notoriety for his remaining years in the increasingly fickle NFL.

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