Seattle Seahawks running back Marshawn Lynch has earned his “Beast Mode” moniker after a incredible run against the New Orleans Saints years ago. Since then he has trademarked the phrase to prevent others to use it.

From ESPN:

[Lynch] made in the mid-six figures from licensing out the phrase in 2013, according to his agent Doug Hendrickson. Lynch has two registered trademarks to use the term on clothing and hats and currently has two trademarks pending to be able to use “Beast Mode” on sunglasses, headphones, bracelets and cleats. Limiting the “Beast Mode” use has made it more valuable, which includes stopping other athletes from being able to use it. Los Angeles Dodgers outfielder Matt Kemp started using “Beast Mode” more frequently of late, but when the Dodgers came to Lynch to be able to use the phrase in association with Kemp, Lynch turned it down despite the promise of a $100,000 royalty, Hendrickson said.

It might be petty, but it might be smart business also. It is also for a good cause, all the money generated by “Beast Mode” goes to Lynch’s FAM 1st Family Foundation.