From catchphrase to brand: Max Verstappen’s “Simply Lovely” can now be purchased. Max Verstappen has turned one of his famous phrases, the "Simply Lovely", into an actual brand.

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From catchphrase to registered trademark: Max Verstappen has turned one of his famous phrases, the “Simply Lovely” exclaimed for years in his signature post-victory team radio, into an actual brand available for purchase on his merchandising site.

According to documents published by the European Union Intellectual Property Office (EUIPO), the Dutch superstar’s management filed a trademark request for “Simply Lovely Inspired by Max Verstappen” on May 21, 2024.

The application was then accepted and published by the EUIPO on August 28, 2024. It may not be a coincidence (perhaps) that the request was approved just three days after Lando Norris’ dominant victory at the Dutch GP, where the Brit imitated his rival’s celebration, stirring some dissatisfaction.

“Lando, I think his confidence grows with time and with success,” Daniel Ricciardo said in the post-race interview at Zandvoort when asked about the matter, as a close friend of both drivers.

“As much as Max and Lando are friends, I know how competitive Max is. He wouldn’t have taken it very well, so we’ll see how he reacts.”

The controversy was later downplayed by Lando Norris himself, who defended his actions, stating, “It just seemed like the easiest way to celebrate. Honestly, from my perspective, it means nothing. I don’t want to make a statement; I just want to win and go home.”

The clothing items available for sale with the “Simply Lovely” logo include: footwear, headwear, T-shirts, polos, sweaters, hoodies, jackets, fleece jackets, caps, hats, scarves, headbands, wristbands, jumpsuits, belts, underwear, socks, overalls, and gloves.

Here is the link to purchase Max Verstappen clothing.