Following widespread media reports around Usain Bolt’s recent intellectual property application, a key member of the icon’s management team has clarified that filings for the marks were originally made and have been in place since 2009, even while encouraging local athletes to ensure that they take the necessary steps to protect their brand and image against exploitation and misuse.

Despite the widespread reports that Bolt, the eight-time Olympic champion and world record holder in the 100m and 200m, had recenty filed an application for a trademark of his ‘to di wurl’ victory pose silhouette, Nugent Walker, Bolt’s executive manager and childhood friend, told the Jamaica Observer that the application was merely a standard renewal exercise of a trademark approval that has been in existence for 13 years.

“Usain’s marks have been registered since 2009 and are registered in more than 66 countries across the world, so this is not a new application, as it is being reported. It is standard that in countries like the United States, registration for marks have to be renewed and you have to show proof of usage or an intention to use those marks,” said Walker, when contacted by the Observer.

“We take great interest and we are quite happy that a simple renewal can generate so much news, but Usain has invested millions over the years towards the protection of his intellectual property. This is an extremely important responsibility for us and one that we treat with care and rigorous diligence in order to protect against any exploitation of a brand that Usain has worked really hard to build over the years,” Walker added.

Walker would not confirm the figures but it is estimated that, globally, Bolt spends well over US$500,000 ($75.5 million) on a yearly basis towards his intellectual properties.

Bolt, who retired in 2017 after the World Athletics Championships in London, is one of the most recognisable sporting stars at the global level. His victory pose, which sees the sprinting great leaning to one side with one index finger pointing generally towards his head and the other fully outstretched and pointing upwards in an archer-like manner, is regarded as one of the most easily identifiable sport-related images.

The silhouette of the pose was first trademarked in 2009 after Bolt shot to stardom following his record-breaking exploits at the 2008 Olympic Games in Beijing, China. His follow-up performances at the Olympic Games in 2012 and 2016 as well as at the World Championships in 2009, 2011, 2013 and 2015 have helped the charismatic athlete transcend track and field, making him one of the most marketable figures in international sports.

Bolt’s marks have been used in advertisements and on merchandise from his partners such as Hublot, the luxury watch company, and longtime sportswear sponsor Puma.

He also has partnerships with Virgin Media, Replay, Peloton and Digicel, and recently signed deals with Step App, Epson and SprintRay. The sprinter’s marks are also used on his various charity endeavours which include his foundation, as well as regular treats such as his upcoming dental outreach, which is set for his hometown of Sherwood Content in Trelawny on Saturday and Sunday.

Bolt, who is valued at over US$60 million ($9 billion), according to Forbes, has also been sponsored by Gatorade, Nissan, ANA, Visa, Mumm Champagne, Regipol, and other international brands.

“In 2009 we registered the name Usain Bolt, the silhouette pose and other marks. As the years go on you add various marks and slogans even as we pivot into other areas,” said Walker.

Meanwhile, Walker underlined the importance of securing one’s intellectual property and implored local sporting figures in particular to take the necessary steps to protect their marks and images.

“This is an extremely important element of being a professional athlete and one that we see as a key investment towards our various ventures. I strongly encourage every athlete, or business or whoever, that has a mark to register to ensure that this is done. We continue to take these steps, even in retirement,” said Walker.

“It is a great milestone that the Usain Bolt brand continues to grow and we are taking all the steps to maintain, renew and file applications,” Walker added.