Prairie View A&M head coach Tremaine Jackson is not messing around when it comes to his college football acronym. The 42-year-old filed for a trademark of ‘D.O.G.’ after he saw Marcus McLin try to use the same terminology at South Dakota State.
However, it appears as though McLin actually used the slogan on social media before Jackson.
There is no doubt about who made the acronym popular in college football. The only question is whether that makes a difference, legally speaking. Especially considering that neither of them came up with it!
What does ‘D.O.G.’ stand for?
Tremaine Jackson was hired as the head football coach at Prairie View A&M University prior to last season after two years at Colorado Mesa and three years at Valdosta State. The Panthers won a SWAC Championship and came two points short of an HBCU national championship in overtime to finish with an overall record of 10-4. It was an incredible turnaround for a team that finished below .500 in 2024.
Marcus McLin joined the defensive staff at South Dakota State in January of 2025 as the cornerbacks coach. The former Division-II All-American won three national championship during his college football career at the University of Wisconsin-Whitewater, got his start in coaching at Minnesota Duluth and spent four seasons at his alma mater prior to his current position with the Jackrabbits.
Both coaches use the acronym ‘D.O.G.’ The acronym stands for: ‘Discipline, Obedience and Grit.’
They expect their players to bring that ‘D.O.G.’ mentality with them to the field every single day. At practice, in the weight room, in the classroom and during games.
Which college football coach used it first?
As far as I can tell, Tremaine Jackson and Marcus McLin did not crossover during their coaching careers. I could be wrong, but I do not think they at any point worked under/on the same head coach and/or staff.
And yet, they both use D.O.G. and use it to represent Discipline, Obedience and Grit. Their joint use likely stems from their pledge to the fraternity Omega Phi Psi, which subscribes to the “D.O.G. mentality.”
Noah Kent, an assistant defensive backs coach at South Dakota State got the attention of Jackson over the weekend. He posted the following image with reference to the acronym used by McLin:
Jackson responded to Kent. He wants royalties for the use of his slogan.
“Dang coach!! We’re going to need that trademark💰‼️”
A trademark for D.O.G. is currently pending. It is filed under his name.
But here’s the thing. McLin has used the acronym since at least 2020.
I could not tell you which coach was the first to use the acronym but it appears as though McLin was first on social media. He also has the acronym in his bio where Jackson does not.
But with that being said, I can confidently say that Jackson put it on the map. He wants to set the record straight.
“Ask him where he took it from. If yall want to use it, then just reach out, we may be able to work something out. He may be a great coach. D.O.G. Belongs to us!! Gotta find something else. I’m sure yall can.”
Christopher Williams serves as the General Manager of Prairie View A&M football. He called for South Dakota State to Cease and Desist.
“Hey Coach, you simply cannot use another programs’ aims and think it’s ok and it’s trademarked!! You may want to consider a cease and desist #GoPanthers”
It seems like the Panthers are not going to back down. Their head coach filed a trademark for D.O.G. and they expect everyone else, including McLin, to stand down.