Usain Bolt attempting to trademark victory pose

Legendary Jamaican sprinter Usain Bolt applied to trademark a logo based on his victory post, hoping to capitalize on marketing opportunities in his retirement.

The track star filed an application with the US Patent and Trademark Office on Aug. 17 for a logo depicting “the silhouette of a man in a distinctive pose, with one arm bent and pointing to the head, and the other arm raised and pointing upward,” reports The Times of London.

Widely considered the greatest sprinter of all time, the eight-time Olympic gold medalist retired after the 2017 World Championships in London. He still holds the world records in the 100 meters, 200 meters, and 4 x 100 meters relay.

Josh Gerben, a Washington DC-based trademark lawyer, noted this was not the first time Bolt had registered a trademark for the pose, which he routinely struck after winning events.

“This is not the first time that Usain Bolt has filed a trademark application for this logo. He has previously filed and received a registration on the logo as it related to athletic bags,” Gerben told The Times.

But that trademark, which he registered 12 years ago, has expired under US law. Gerben noted the new application is “far more extensive,” likely the first step in his post-racing plans.

“In all likelihood he is looking at how other athletes are building business and brand empires and realizing the value he could unlock in the brand he built,” he said.

“This application would appear to indicate that Bolt is planning to launch a wide range of products in the US market and also a series of restaurants and sports bars,” the trademark lawyer added.

Bolt was one of the highest paid athletes in the world while active, with Puma alone paying him a reported $10 million a year.

The retired sprinter may be looking to emulate the success of Michael Jordan’s “Jumpman” logo, which was first used on Air Jordans shoes before expanding to a full line of sports attire.