Ford Motor Company has filed to trademark “Ready Set Ford” with the United States Patent and Trademark Office (USPTO), Ford Authority has learned.
Filed on August 24th, 2025 under serial number 99354168, this application contains the goods and services description of “Motor vehicles, namely, automobiles, trucks, vans, sport utility vehicles and structural parts therefor,” as well as “Hoodies; T-shirts; Polo shirts; Sweat shirts; Shorts; Outer jackets; Pants; Socks; Gloves as clothing; Scarves; Sleepwear; Baseball caps and hats; Beanies,” and “Promoting the sale of goods and services of others by by dissemination of promotional materials and product information through an online global computer network, through the distribution of printed material, audio and video recordings, television and radio recordings, and promotional contests in the automotive industry.”
The Ford Authority Take
Ford’s marketing campaigns in recent years have been rather diverse, aiming to shed light on various promotions and other messages that resonate with the times. A couple of years ago, that included the “Built Ford Proud” ad campaign featuring a trio of stars, and last year, with the “Freedom of Choice” series that also boasted about the automaker’s diverse powertrain lineup. Earlier this year, Ford tapped Bryan Cranston to once again do a voice-over for a campaign centered around its employee pricing for everyone plan, and then, another focused on its large U.S.-based manufacturing presence.
Now, this new trademark filing could be previewing another new ad campaign, which would be dubbed “Ready Set Ford.” While we can’t derive a ton of details from the trademark filing itself, it does note that this term will be used on everything from motor vehicles to merchandise to promotional services, which certainly seems to indicate its future as a catchy marketing phrase.
It’s possible that Ford views this phrase as something that could also be desirable when sold on merch, though that remains to be seen. However, such a thing isn’t exactly new – rather, the old “Built Ford Tough” slogan became quite iconic years ago, and can still be found on merchandise to this day.
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