Former Steelers RB Faces Lawsuit Over Selling Unlicensed Team Gear – His Reason Resonates with Fans
PITTSBURGH, PA— A former Pittsburgh Steelers running back is in legal trouble after allegedly selling unlicensed team merchandise — but his explanation has struck a chord with fans across the country.
James “J.J.” Morris, who played for the Steelers from 2012 to 2015 as a backup running back and special teams contributor, is facing a lawsuit from the NFL for selling merchandise featuring the Steelers logo without proper licensing.
The league claims Morris violated intellectual property laws by selling unauthorized jerseys, hats, and memorabilia through his online store, Steel Tough Apparel.
The lawsuit, filed in federal court, seeks damages and an injunction to shut down Morris’s operation. According to court documents, Morris sold thousands of dollars’ worth of merchandise featuring modified Steelers logos and slogans closely associated with the team. NFL attorneys argue that this misleads fans and undermines the league’s licensing program.
However, Morris’s response has ignited a wave of support.
In a public statement posted on his Instagram, Morris explained his side of the story:
“I started Steel Tough not to profit off the brand I once played for, but to keep its spirit alive for those who can’t afford the official merch. The Steelers are more than a logo — they’re a community. I was one of the lucky few to wear the jersey, but I never forgot the fans in the stands who couldn’t afford \$120 for a shirt to show their pride.”*
He went on to say that a portion of the proceeds from his merchandise went to supporting youth football programs in underserved Pittsburgh neighborhoods — a fact confirmed by several local nonprofits who praised Morris’s efforts.
Fans quickly rallied to his defense online, with hashtags like #LetJJSell and #SteelTough trending on X (formerly Twitter). Many criticized the NFL for targeting a former player who, by their view, was giving back to the community and promoting team pride in a grassroots way.
“I bought one of his shirts for my son because I couldn’t afford the official ones,” wrote one supporter. “It meant something to us. It wasn’t about a logo — it was about being part of something.”
Legal experts say Morris may have a tough road ahead, as trademark and intellectual property laws heavily favor rights holders like the NFL. Still, the court of public opinion appears to be on his side — and his story has reignited a broader debate about the accessibility of team merchandise and the business behind fan loyalty.
As the case heads to court later this fall, many fans will be watching closely — not just to see the outcome, but to support a player who, even off the field, continues to represent what it means to be a true Steeler.