About Us

Finito Brand LLC is a marketing, consulting, and asset-holding company established in Yuma, Arizona on April 14, 2023.

The company's primary purpose is to leverage sports, apparel, and accessories as sustainable vehicles to build a scalable business, maximize brand equity, and generate funding for the local community.

Their Mascot

The history of the "Criminals" mascot is one of the most unique origin stories in high school sports, born out of a mix of temporary housing, a fierce football rivalry, and a classic case of an insult being turned into a badge of honor.

Here is how the name came to be, according to the records of Yuma High School:

1. The Prison as a Campus (1910–1913)

Yuma High School opened in 1909, but after its first year, the school needed a new home. In 1910, the school moved its classes into the recently abandoned Yuma Territorial Prison. For three years, students attended classes in the old cellblock area and held school assemblies in what used to be the prison hospital.

2. The 1913 Football Game

By 1913, the school had moved out of the prison and into a newly constructed building. That same year, the Yuma football team traveled to Phoenix to play the Phoenix Union High School "Coyotes."

Yuma won the game. Frustrated by the upset, the Phoenix fans and players began taunting the Yuma team, dubbing them "Criminals" due to the school's recent history of operating out of the territorial prison.

3. Embracing the Name

Initially, "Criminals" was used as a derogatory fighting word. However, the moniker quickly grew on the student body and faculty. Instead of fighting the reputation, they embraced it with pride.

By 1917, the school board officially adopted "Criminals" as the school's permanent mascot. To this day, Yuma High School remains the only high school in the United States with the "Criminals" as its official mascot, often shortened affectionately to the "Crims."

Our Trademarks

Here is a breakdown of Finito Brands' core objectives and operations:

1. Intellectual Property & Brand Asset Management

Finito Brand operates as an asset-holding entity for valuable local brand equity. The company legally secured and holds the official United States Patent and Trademark Office (USPTO) registrations for two iconic community symbols:

  • The "Yuma Criminals" wordmark (Registered December 23, 2025)

  • The "Crim head" logo (Registered December 16, 2025)

As the legal owner of these trademarks, Finito Brand has the exclusive right to control, license, and commercialize the use of the name and logo on retail merchandise, uniforms, and apparel.

2. Community Funding & Collaboration

While holding exclusive trademark rights gives Finito Brand the legal authority to halt unauthorized commercial use, the company’s stated mission is built on community support and collaboration. The assets were secured with the intention of creating structured fundraising and revenue-generating opportunities for:

  • Yuma High School athletic teams, clubs, and teachers

  • Local athletes and select individuals

  • Nonprofit organizations and civic groups within the greater Yuma, Arizona community

3. Commercial Operations

Finito Brand monetizes and manages its intellectual property through its e-commerce and retail apparel arm, The Cellblock. This branch utilizes automated accounting, e-commerce infrastructure, and print-on-demand services to scale the sports apparel brand while implementing community-focused business proposals that have historically been overlooked by local governing bodies.