Usain Bolt sticks with Puma for 2012 Olympics

Usain Bolt: contract with Puma has been extended
Usain Bolt: contract with Puma has been extended

Puma has held on to its star brand ambassador Usain Bolt for the London 2012 Olympics, by extending his contract to the end of 2013.

The new contract is believed to be worth in excess of £10m over its duration.

Puma claims the contract is "by far the largest ever given to a track and field athlete, positioning Bolt as a top earner in the world of sport".

The 24-year-old Jamaican sprinter will be central to the brand's global marketing and its Olympic campaign, expected to be launched in early 2011.

Puma signed Bolt when he was 16 in 2003, and has reaped the benefit of his performances and popularity, particularly over the past two years, when he won three gold medals at the Beijing Olympics and took the 100m world record at the World Championships in Berlin in 2009.

This year, it launched the Bolt Collection, a range of clothing, footwear and accessories that the sprinter helped develop.

Jochen Zeitz, chairman and CEO of the German company, said: "Usain has been a tremendous force for the Puma brand. He embodies the joy, playfulness and irreverence that are the cornerstone of our brand."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer