From the Track to the Marketplace: The Case of Julien Alfred Rahym R Augustin-Joseph From the moment Julien Alfred won Saint Lucia’s first Olympic Gold and Silver Medal in the Women’s 100m and 200m respectively, entrepreneurs and fans in Saint Lucia and across the world, started to ‘create’ merchandise and paraphernalia in her ‘likeness’ and ‘image’ to show support and/or make profit. Social media was ablaze with Alfred inspired T-shirts, bags and other materials suggesting that she was in support of global movements and political campaigns, such as the Kamala Harris’ presidential campaign. Interestingly enough, the Minister of Youth and Sports, Hon. Kenson Casimir, when questioned about whether the Government was providing paraphernalia for sale, encouraged the private sector to do so. [1] Of course, I do not doubt that the Minister meant within the confines of the law. However, his invitation raised potential legal issues which will be analysed in this blog post. Su...