The Street Yaam trainer, a lifestyle version of Bolt's running shoes, was released last week to coincide with the start of the Athletic World Championships in Berlin. The product is supported by the company's ‘Who Faster' viral campaign. It forms part of the £910,000 a-year sponsorship deal between Bolt and the sportswear manufacturer.
Puma's chief executive Jochen Zeitz said that estimates now place Bolt's media value at £217m. This follows the world's fastest man setting new 100m and 200m records at the IAAF World Championships in Berlin. Zeitz said: ‘That he broke two records is gigantic. He is worth gold to us.'