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Deal! – No financial details as Bolt, Puma renew contract

Having partnered with the Jamaican World and Olympic champion since he was 16 years old, this new deal will see Puma work with Bolt through and beyond the 2016 Olympic Games in Rio.

Neither Puma nor Bolt’s management team would disclose financial details of the partnership yesterday. But last year, Forbes magazine said the Jamaican’s previous deal with the multinational athletics wear manufacturer signed in 2010, was put at around US$9 million (J$900 million) annually.

Bolt, victorious over 100 and 200 metres at the World Athletics Championships in Moscow last month, said recently that he would reconsider retiring after the Rio 2016 Games after he initially said he would.

Now aged 27, Bolt has been training and competing in Pumamanufactured gear since 2003, most recently wearing the evoSPEED performance spike BOLT DEAL from Back page

which led him to the finish line at the 2012 Olympic Games in London and the 2013 IAAF World Championships in Moscow, where he won a total of six gold medals.

He has been the face of multiple global marketing campaigns orchestrated by Puma, and will be the focus of product initiatives and brand marketing communication in 2014 and beyond.

“Puma has been with me since the very beginning. They recognised my talent at an early age and have supported me throughout, especially in the early years when I had some difficult times due to injuries.

“Their work and commitment to Jamaica is also very important to me. I have always been very happy to be a part of the Puma family, I am proud to represent them and delighted to continue with them for the years ahead,” Bolt said.

Puma CEO, Bjoern Gulden, said with his company by Bolt’s side, the Jamaican sprint sensation has grown in tandem with the German-based sportinng goods manufacturer.

“Usain Bolt has been a partner of Puma since he was sixteen years old. With our support, he grew from a young athlete with huge potential to a World and Olympic champion, claiming the title of the world’s fastest man. We are very proud to extend our sponsorship contract with him because Usain is the perfect ambassador of the Puma brand. 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,” he said.

In addition to its contract endorsement with Bolt, Puma has a broader association with Jamaican track and field. Since 2002, the company has partnered with the JAAA (Jamaica Athletics Administrative Association) and the JOA (Jamaica Olympic Association), plus the company also helps to foster young talent through sponsorship of high school track and field programmes, and works with various grass-roots activities in Jamaica.


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