Caleb Williams is doing his image no favors in ‘Iceman’ dispute with George Gervin

A few years ago, Nike did some super-slick ‘‘ish’’ and created a beef between Travis Scott and John McEnroe about the name of a sneaker.

On an apparent ‘‘authentic’’ Zoom call, they caught feelings about the yet-to-be-released shoe being dubbed ‘‘Cactus Jack’’ (Travis’ brand association with Nike) and ‘‘Cactus Mac’’ (McEnroe’s last-name nickname identification that had been associated with him and Nike for more than 40 years).

‘‘Come on, man, show a little respect. This is my shoe!’’ were McEnroe’s words on the call. Things got heated, egos got involved, words were exchanged. It wasn’t until about a week later, when McEnroe was spotted outside a Starbucks wearing the silhouettes and winking at the camera ‘‘following’’ him — and the ‘‘Mac v. Jack’’ Nike poster featuring both of them standing back-to-back, impersonating a quick-draw duel — that everyone realized we had been played. That Nike’s marketing brilliance was more brilliant than we thought.

This similar-feeling thing with Caleb Williams and George Gervin and the battle over the ‘‘Iceman’’ name ain’t that. We could only wish it was. No Nike. No marketing schemes. No agreed-upon collaboration. No joke. This is the sad opposite of fake.

When Williams filed for trademark rights for monetary gain and use of the name ‘‘Iceman’’ on March 16, while doing nothing wrong, he broke a cultural code that may end up being more expensive than the money he plans to make by using the name of a sports icon who held the name down with unique honor for the last 50 years.

And while Williams may not be old enough or of a generation familiar with just whom Gervin is, the question lingers on, ‘‘Who are the ‘adults’ in his circle?’’ Is there anyone in Williams’ camp who may have had an idea about whom Gervin was to say: ‘‘Hey, before we do this, let’s just reach out to the original ‘Iceman’ and see if we can get his blessing. Even if he doesn’t give it to us, we can still move forward with our filings. The call can be made as a courtesy. He deserves at least that.’’

Hell, the guy who wrote Gervin’s autobiography lives right here in Chicago. Covers the Bears. Is a fan of Caleb. Gervin’s number is super-easy to get.

According to Yahoo Sports, ‘‘[Williams] has already patented his signature ‘Iceman’ celebration, where he rubs his arms and shoulders as if warming up the ice in his veins.’’ The same gesture made famous by and directly associated with Trae Young five years ago. Williams even went so far in his filings to include his version of the Michael Jordan ‘‘Jumpman’’ pose he executed on the season-christening pass against the Packers last season. Notice a pattern?

Notice anything original?

Whereas Williams has the ‘‘procedural’’ advantage due to the priority date of filing his trademark registration — Note: For full disclosure, former UFC superstar Chuck Liddell filed trademarking papers for ‘‘Iceman’’ as part of this full name, Chuck ‘‘The Iceman’’ Liddell, in 2022, which is different than the recent filings of Williams and Gervin, who filed specifically for ‘‘Iceman’’ (Liddell’s filing is still pending) — it is the ‘‘cultural’’ advantage on a non-legal basis where this takes precedence. Which is something Williams maybe should have considered. Still consider.

Look, business acumen and savvy have different meanings when the cost of doing said business disregards the legacy of respected legends. This for Caleb Williams is a one-win scenario in a three-win series. Because sometimes in life — and career — not everything is about the law and what can be done. Sometimes some things are about how they are done, and how those things are done supersedes what the law constitutes as legal.

Being disrespectful — or disregarding respect — is not illegal. Just gives a glimpse into the character one carries. Guess there’s no honor among capitalistic thieves.