Usain Bolt signs “largest ever” athletics deal with Puma
Share
Puma says Usain Bolt will play a “pivotal role” in its London 2012 marketing campaigns after signing the biggest ever sponsorship deal in athletics history with the runner.
Usain Bolt
The sportswear company did not disclose the value of the deal, except to say it was “by far the largest ever given to a track and field athlete”. Reports have said it is worth £20m.
The deal will run until to the end of 2013.
The sportswear brand says that Bolt will feature heavily in its global marketing campaigns and “serve as the central figure” in its London 2012 Olympic program from next year.
Puma will be hoping that Bolt can lift sales of its leisure wear in the way that Michael Jordan helped Nike.
The athletes’ “Bolt Collection”, a range of apparel, footwear and accessories will be expanded next year. The range features a silhouette of the runner’s “Lightning Bolt To Di World” victory pose not unlike the Jordan jumping pose used by Nike.
Bolt signed with Puma in 2003 at the age of 16. He won three gold medals in the 2008 Beijing Olympics and broke two world records in the 100m and 200m at the World Championships in Berlin in 2009.
Jochen Zeitz, chairman and chief executive of PUMA, says: “Usain has been a tremendous force for the PUMA brand. He embodies the joy, playfulness and irreverence that are the cornerstone of our brand”.
Readers' comments (5)
Anonymous | Wed, 25 Aug 2010 10:54 am
Bolt is a Jumped up Loser!
He is lazy, arrogant but fast...is this going to be Puma's new tag line. Wanna be Lazy Arrogant but fast then join Osama Bolt and wear Puma.
Get over yourselves what a waste of money!
Unsuitable or offensive? Report this comment
James Wakefield | Wed, 25 Aug 2010 12:32 pm
"Anonymous" seems to have missed a trick in their own criticism. Even if Puma are saying "Wanna be lazy but fast - wear Puma" that's what lots of people want isn't it? I hate doing exercise, but if I can be lazy and good at something - happy days!
In reality "Anonymous's" criticism is likely to prove worthless as an investment in Usain (not Obama btw) Bolt will mean massive brand awareness as even if he's not successful at the 2012 games, he'll still be the athlete most talked about, most hyped and most visible on all types of media.
Unsuitable or offensive? Report this comment
Matt Martin | Wed, 25 Aug 2010 3:55 pm
Er I would suggest Usain Bolt may be many things but a Loser is simply factually incorrect.
Unsuitable or offensive? Report this comment
Anonymous | Mon, 30 Aug 2010 10:07 am
Stop the hate, there is no way someone who has achieved what Usain has done be lazy!!
Unsuitable or offensive? Report this comment
Mister | Fri, 3 Sep 2010 3:26 pm
As usual someone not only hates a succesful individual but chooses to expose their bigoted nature. We all know what the 'lazy' and 'arrogant' taggin here is pointing to. Colour. I suggest Anonymous you take a good look in your mirror and ask yourself the question, "What will I be remembered for when I die"
At least Usain not Obama (another Freudian indicator to your bigot nature) will contribute in terms of inspiration to others seeking a likewise dream.
Unsuitable or offensive? Report this comment