Pic related is a professor at HBCU Lincoln University. He trademarked "Juneteenth Joy" and then became one of the leading voices pushing for the "holiday" known only in a small part of Texas to be a national holiday.
Once it became clear that he had succeed in lobbying the government to make his trademarked holiday into a household name, another entity, Balchem, tried to trademark it, followed by over a dozen others.
In the end the USPTO invalidated Bowler's trademark and rejected all the other trademark applications, citing that the name had fallen into the public domain through widespread use.
So we now have a federal holiday because a professor at a black university thought he could corner the market by leveraging white guilt into a new holiday.