Less than two weeks after his spectacular Kentucky Derby win, and two days before he completed the second leg of the Triple Crown, California Chrome’s merchandising business is off and running. On May 15, 2014, Denise and Perry Martin, and Steven and Carolyn Coburn (d/b/a DAP Racing) filed an application to register their horse’s name – CALIFORNIA CHROME – as a U.S. trademark.

The application seeks registration for "athletic apparel, namely, shirts, pants, jackets, footwear, hats and caps, athletic uniforms"; it claims a date of first use of the mark for these goods on November 24, 2012 (clearly this horse’s owners knew they had something special long before his Derby win).

Interesting tidbit from the application for those of us who are not steeped in horse-racing lingo: “chrome” is slang for the white markings on a horse. California Chrome has a lot of "chrome":  four "socks" and a "blaze" (the wide white stripe down the middle of the face).