by Larry Eder
Usain Bolt has a new contract extension with PUMA that last until 2013. PUMA signed
Bolt when he was a junior (and yes, other companies did look at him), and from a
World Junior record holder with potential, to the an athlete who has brought fun
back to the sport, and world record running.
This year, Usain Bolt was beat by Tyson Gay at DN Galan in the 100 meters. What has it
done? In my mind, with that level of competition, the battles between Bolt, Gay and a healthy
Powell will be huge draws next year ( I should not forget the blazing Yohan Blake).
Bolt’s contract with PUMA is reportedly the largest in the sport of track & field. To the best of our knowledge, the largest contracts for track & field athletes have reached $ 2 million a year from footwear companies (other compensation: appearance fees, other sponsors, prize money are not counted here). The largest contract in the sport of track & field means that Mr. Bolt surely has millions of incentives to sprint through 2013!
USAIN BOLT RENEWS SPONSORSHIP CONTRACT
WITH PUMA
Jamaican to Play Lead Role in Sportlifestyle
Brand’s Global Marketing Activity
HERZOGENAURACH, GERMANY (24 August 2010)
– Jamaican sprint superhero, world record holder and Olympic
gold medalist Usain Bolt announced today he has renewed his contract with
global sportlifestyle brand and long-term sponsor PUMA until the end of
2013. While the specific terms of the contract are undisclosed, the
figure is by far the largest ever given to a Track & Field athlete,
positioning Bolt as a top earner in the world of sport, a further acknowledgement
of his astonishing achievements over the past two years.
Until the end of 2013, PUMA will continue
to be the official supplier of performance, training and lifestyle apparel
and footwear for Usain Bolt. Bolt will play a pivotal role in PUMA’s
global marketing campaigns and serve as the central figure in the sportlifestyle
company’s London 2012 Olympic program, expected to be launched early in
2011. PUMA and Bolt will continue to collaborate on the development
of key product lines, building on the 2010 “Bolt Collection” launch,
a range of apparel, footwear and accessories that the sprinter helped develop
which include graphic elements representative of Bolt and his beloved Jamaica.
Compelling new product initiatives will be launched in 2011 and the years
that follow.
Bolt and PUMA have forged a close relationship
over his formative years. When the World’s Fastest Man was just
a boy of 16 in 2003, PUMA signed the junior sprinter. The brand and the
athlete have matured together and Bolt, now 24, has emerged as the one
of the world’s most talented Track and Field athletes, winning three gold
medals in the 2008 Beijing Olympics and smashing two world records in the
100m (9:58) and 200m (19:19) at the World Championships in Berlin in 2009.
PUMA, like many Bolt enthusiasts, believes the best is yet to come.
“Usain Bolt has been a revelation for Track
& Field athletics,” said Jochen Zeitz, Chairman and CEO of PUMA AG.
“He’s shined a global spotlight on the sport; his winning personality
and phenomenal physical prowess are a unique combination. The way he both
engages his fans and is energized by them has helped his popularity escalate
to extraordinary levels over the past two years.” Zeitz continues,
“Usain has been a tremendous force for the PUMA brand. He embodies the
joy, playfulness and irreverence that are the cornerstone of our brand.
His Lightning Bolt ‘To Di World’ pose from the Beijing Games in
2008 is now one of the most recognizable symbols in sport. He’s obviously
a lot of fun to work with. From a performance standpoint, he has
reset the bar for speed on the track, and we’re not sure he’s even hit
his top gear yet. It’s going to be an exciting few years ahead and
we’re thrilled to be along for the ride.”
“PUMA’s been by my side since the beginning,
before anyone knew what I was capable of achieving,” said Usain Bolt.
“They saw potential in me and they took a chance, supporting me all the
way, especially when things weren’t easy for me due to injuries I suffered
in my teens. We’ve been partners in the truest sense of the word since
day one, and so it’s an easy decision
to re-sign with them,” continued Bolt.
“PUMA gets me; we fit together. They take the business of running seriously,
but we also know how to have fun, to be spontaneous. We both bring a lot
of personality to the sport.”
While Usain Bolt is undeniably one of the
brand’s greatest ambassadors, PUMA’s investment in Track & Field
in Jamaica is far more extensive than supporting him alone. Since
2002, PUMA has also sponsored the Jamaican Amateur Athletic Association
(JAAA), which is the governing body for Track and Field in Jamaica, and
the Jamaican Olympic Association. In addition to this, PUMA helps
to foster young talent through sponsorship of 7 high school track and field
programs. This partnership also drives the annual ISSA Boys &
Girls Track and Field Championships, dubbed “The Champs” which is lauded
as the most popular sporting event in Jamaica and the place where many
of the world-renowned sprinters got their start. Additionally, PUMA
is a partner of pre-Champs meets including the Gibson Relays and various
Invitationals. Outside of the high school sphere, PUMA is the main
partner of the Reggae Marathon, which takes place each December in Jamaica
and draws distance runners from all over the world.
For more information about PUMA and Usain
Bolt, please visit:
http://www.puma.com/running
or www.puma.com
