It isn’t easy to register trademarks for gestures or poses, says a new article, “Celebrity Rights: Body Movements and Signature Poses as Trademarks,” but they can be protected from infringement and generate value. For instance, last summer, athlete Usain Bolt registered his “lightning pose/Bolting” in the European Union. Jay-Z registered the diamond hand signal in the U.S. in 2019. The article also explores how, in 2017, Gene Simmons of KISS fame applied to register the sign of the horns (aka the devil’s horn hand gesture) that he had been using since 1974. He withdrew the application after criticism from the music industry because the gesture is now ubiquitous.