“The silhouette of a man in a distinctive pose, with one arm bent and pointing towards the head, and the other arm raised and pointing upwards”… This speaks to everyone. Retired from the tracks since 2017, Usain Bolt does not intend to let the dust gradually cover the iconic celebration that punctuated each of his triumphs in stadiums around the world.
Still world record holder in the 100 meters and 200 meters, the Jamaican undertakes on the contrary to transform his famous pose into a trademark. Bolt thus filed a case to this effect with the US Patent and Trademark Office last week, as reported by the BBC. The champion plans to put his stamp on items including clothing, jewelry and shoes, as well as restaurants and sports bars, according to the filing.
“Given that Bolt is now retired, it makes sense that he is looking to expand his business empire,” Josh Gerben, a Washington-based trademark lawyer, told the BBC. The silhouette of his victory pose is recognized around the world. This trademark registration would allow him to offer the items listed in the application himself, or to grant the right to use the trademark to third parties. »
Bolt had already filed an application for registration of a similar mark 12 years ago, but this one having expired under American law, he had to renew his approach.
The Jamaican, who has eleven world titles and eight Olympic gold medals between Beijing (2008), London (2012) and Rio (2016), hung up the points at the end of the 2017 world championships in London on a simple bronze medal in the 100m and an injury in the 4x100m relay. Two false notes but nothing capable of undermining the commercial potential of the Bolt brand.