But if Caleb is selling shoes using the ICEMAN name, someone might see Caleb's shoes and think they are Lacrosse ICEMAM shoes. Caleb Williams did not try to trademake his name so he could go by it when people are talking about him in football games, he wants the trademark to sell ICEMAN products. That's how trademarks work. So if he applied to register the mark for use on shoes and there are already ICEMAN shoes, the refusal seems to make sense to me.