The fanatical frenzy surrounding New York Knicks Jeremy Lin is becoming even more Linsane.
A trademark war is brewing over the catch-phrase that describes the crazed excitement around Lin.
Since his breakout 25-point game against the Nets on Feb. 4, there have been seven applications filed with the U.S. Patent and Trademark Office to trademark "Linsanity".
That includes one by Pamela Deese, a lawyer representing Lin.
The applications cover use of the phrase on everything from cellphone cases and sunglasses to action figures and footwear.
A trademark can take a year or more to register.
The NBA says Lin jerseys have been the hottest selling jerseys at its online store since Feb. 4. It is preparing to sell more Lin-related merchandise like bobbleheads and plush animals.