The 17-year-old, who rose to global fame after reaching the final of the 2024 PDC World Darts Championship, has filed an application to protect his personal brand from imitators.
The 17-year-old has been officially announced as a representative for the clothes retailer after experts previously predicted he could become a millionaire in a matter weeks.
Despite losing in the PDC World Darts Championship final on Wednesday night, the engaging 16-year-old can comfort himself with the thought he s hit the bullseye earnings-wise with so-called Littler-mania drawing record television viewers to the sport.
Luke 'The Nuke' Littler lost 7-4 to Luke 'Cool Hand' Humphries in the 2024 PDC World Darts Championship final, but he could be on track to earn a fortune.