Usain Bolt, a former 100-meter Olympic champion from Jamaica, has filed a trademark application for his iconic celebration pose, for use of the logo on items such as jewellery, handbags, sunglasses, shoes, and athletic goods. Along with offering amenities like VIP rooms, catering, and loyalty programmes, it also contains restaurants and sports bars. His marks from the 2009 World Championships in Berlin—9.572 for the 100 metres and 19.190 for the 200—remain world records.
The logo, which features a silhouette of the celebrated sprinter facing upwards, was submitted to the US Patent and Trademark Office on August 17. The list is fairly long, according to Josh Gerben, a trademark attorney in Washington who keeps track of athlete filings. “He could make those products himself or licence the logo.”
He routinely adopted the position after winning gold medals at the highest levels and setting sprinting world records, earning him recognition for the victory celebration gesture in which he leans back and dabs to the heavens.
Twelve years ago, Bolt submitted applications for trademarks, including a logo that was identical, but those were dropped because they were never used at the start of his career. Bolt has been a prolific brand endorser throughout his career, working with companies including PepsiCo Inc.’s Gatorade drinks, Hublot SA watches, and Puma SE clothing. Additionally, he owns shares of companies including Champion Shave razors, Enertor insoles, and esports league Wylde.
As the world’s fastest man dominated at the Olympics in Beijing in 2008, Bolt’s distinctive posture gained notoriety around the world. The sprinter would strike it throughout the years, leaning back and pointing to the heavens after breaking world records and taking home several gold medals.