Can Turkish Olympian Yusuf Dikeç trademark his viral shooting pose?

[Innovabble]

Chateauroux, France. 29th July, 2024. Sevval Ilayda Tarhan/Yusuf Dikec (R) of T¨¹rkiye compete during the 10m air pistol mixed team qualification of shooting at the Paris 2024 Olympic Games in Chateauroux, France, on July 29, 2024. Credit: Zhao Dingzhe/Xinhua/Alamy Live News

 

In the wake of the Paris 2024 Olympic Games, an unexpected narrative has emerged from the realm of competitive shooting. Turkish Olympian Yusuf Dikeç has found himself at the epicenter of a viral phenomenon, all due to his distinctive shooting stance. In a move that bridges the worlds of sports and intellectual property law, Dikeç is now seeking to trademark this pose that has captured global attention.

 

Dikeç's shooting technique, characterized by a nonchalant hand-in-pocket posture, swiftly transcended the confines of the Olympic arena. Social media platforms erupted with memes and comparisons, likening the Turkish athlete to iconic figures such as James Bond. The pose's popularity skyrocketed to such heights that it caught the eye of tech magnate Elon Musk, leading to a playful exchange about the potential for robots in future Olympic games.

 

What began as a method to enhance stability and balance during competition has evolved into a cultural touchstone. The pose has been adopted by other athletes, including Olympic champions like Swedish pole vaulter Mondo Duplantis and Australian Nina Kennedy, who celebrated their victories by striking the same pose.

 

The influence of silver medallist's stance extended beyond the Olympics, with Chelsea striker Nicolas Jackson mimicking the iconic pose to celebrate his goal against Crystal Palace. This celebration was widely shared on social media, with Dikeç himself congratulating Jackson on his performance.

The commercial potential of Dikeç's stance is undeniable. Unauthorized merchandise featuring his iconic pose has flooded the market, from T-shirts and mugs to phone cases. Recognizing this opportunity, the shooter has proactively filed for a trademark with the Turkish Patent and Trademark Office. This decision was spurred by numerous attempts to capitalize on his image without authorization, as confirmed by his coach, Erdinc Bilgili.  

 

Interestingly, the Turkish athlete himself has downplayed the uniqueness of his pose, stating, "I only do it to keep my body more stable, to keep my balance. There's nothing more to it." This prompts fascinating discussions about the convergence of sports, personal branding, and legal safeguards.. Can a physical pose, especially one that its creator describes as merely functional, be protected under trademark law?

 

Legal experts note that trademark protection can extend to various elements, including words, slogans, designs, and even physical poses, provided they serve as a distinctive indicator of the source of goods or services. Despite its simplicity, Dikeç's stance has become a distinctive element associated with his persona, potentially making it eligible for trademark protection.

 

This move has ignited discussions about the evolving landscape of athlete branding in the digital age. As viral moments can swiftly transform into commercial opportunities, athletes are increasingly seeking ways to protect and monetize their public personas.

 

As Dikeç's trademark application progresses, it will likely set a precedent for how athletes can protect their image and likeness in an era dominated by social media. This case underscores the growing importance of intellectual property considerations in sports, where a single moment can catapult an athlete to global fame. Do you think other athletes will follow suit and seek trademarks for their unique styles or poses?

 

• https://www.channelnewsasia.com/world/turkish-olympic-casual-shooter-aims-trademark-viral-stance-4582121
• https://www.timesnownews.com/viral/turkeys-olympic-shooter-yusuf-dikec-seeks-trademark-for-viral-swag-that-broke-the-internet-because-article-113012297
• https://economictimes.indiatimes.com/magazines/panache/turkish-star-yusuf-dikec-wants-to-trademark-his-viral-olympic-shooting-stance-what-it-means/articleshow/113009495.cms