A customer looks at a Jeremy Lin shirt in a Modell's store in New York's Times Square on Thursday.

The New York Knicks sensational point guard Jeremy Lin has quietly sought trademark protection for "Linsanity" as well as for his name, according to records on file at the US Patent and Trademark Office.

According to application 85541426, Lin filed for trademark protection on both last Monday. Pamela Deese, an intellectual property lawyer at the Washington, D.C., law firm Arent Fox who is listed as the attorney of record, confirmed that Lin was behind the filing. 

Among the items Lin has sought protection for use of the term are: Clothing, namely, shirts, T-shirts, sweatshirts, hooded sweatshirts, jackets, hooded jackets, coats, headbands, sports jerseys, nightshirts, pajamas, pants, rain coats, rain wear, robes, scarves, shorts, socks, sweaters, sweatpants, underwear, warm-up suits, wristbands, sweatbands, belts; footwear, namely, shoes, slippers, sandals, athletic footwear, sneakers; headwear, namely, caps, hats, visors and bandanas.

Two California men who are not associated with Lin have sought the Linsanity trademark as well.

See the database filing for trademark of 'Linsanity' (PDF)

The application process starts with the examining attorney’s review and approval. The mark then is published for 30 days and any parties that believe they may be harmed can file opposition. Lin can (and is likely to) contest the others' applications.

Lin, an unheralded 23-year-old Harvard University-educated player, has guided the Knicks to a seven-game winning streak in his first games with the team after being released by the Golden State Warriors and the Houston Rockets.

Robert Windrem is a senior investigative producer for NBC News.

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