Usain Bolt renews endorsement contract with PUMA

Sporting goods giant PUMA has announced that a renewed endorsement contract has been signed with the world’s fastest man, Usain Bolt. PUMA has partnered with the Jamaican World and Olympic Champion since he was 16 years old, and this new partnership will stretch beyond the 2016 Rio de Janeiro Olympic Games.

Mr Bolt has been both training and competing in PUMA footwear for the past ten years, and most recently won six gold medals at the 2013 IAAF World Championships in Moscow. As the face of the company’s global marketing campaigns, he will continue to be the focus of product initiatives and brand communication throughout next year and beyond.

“We are very proud to extend our sponsorship contract with him because Usain is the perfect ambassador of the PUMA brand,” said Björn Gulden, PUMA chief executive. “He will play a crucial role in our future product concepts as well as brand communications leading towards the Olympic Games in Rio 2016 and beyond.”

As well as its contract endorsement with Mr Bolt, PUMA has long supported Jamaican track and field athletes. Since 2002, the company has partnered the Jamaica Athletics Administrative Association (JAAA) and the Jamaica Olympic Association (JOA). PUMA also encourages young talent by sponsoring high school track and field programmes, and working with a variety of grass-roots activities on the island.

Photograph shows the world’s fastest man meeting PUMA chief executive, Björn Gulden.

Publishing Data

This article was originally published on page 2 of the November 2013 issue of SATRA Bulletin.

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