Michael B. Jordan apologizes after cultural appropriate allegations tied to rum brand

"I just wanna say on behalf of myself and my partners, my intention was never to offend or hurt a culture (we love and respect) and hoped to celebrate and shine a positive light on," Jordan's statement read, in part. "Last few days has been a lot of listening. A lot of learning and engaging in countless community conversations."

Essence's Melissa Noel explained the origins J'Ouvert:

"J’Ouvert (pronounced joo-vay) is a central part of Carnival celebrations in Trinidad and Tobago as well as other countries in the Caribbean. An Antillean French term derived from the word jour ouvert, meaning 'open day' or 'day break', it is a deeply symbolic pre-dawn event that was introduced by formerly enslaved Africans after emancipation.  Today, the large early morning street celebration marks the start of Carnival not only in the Caribbean but throughout the diaspora and is of great cultural significance."

Caribbean-American blogger Jay Blessed (born Jamie Alleyne-Morris) started a Change.org petition to prevent Jordan from trademarking the term. At the time of this writing, there are over 12,500 signatures.