SBD/Issue 234/Sponsorships, Advertising & Marketing
Usain Bolt's Performances In Berlin Have Boosted Sales For Puma
Published August 24, 2009
|Bolt's Limited Edition "Puma Street Yaam"
Shoes Sold Out After Last Week's Wins
CAN'T TAKE MY EYES OFF OF YOU: REUTERS' Mitch Phillips writes when Bolt "blazed to glory at the Beijing Olympics, he was feted as the hero his tainted sport has been crying out for." Phillips: "Now, having repeated them in Berlin, he can consider himself the savior of the world championships." The event "lost much of its luster" when it went from being held yearly to biennially, and it became a "slightly more glamorous extension of the grand prix circuit" to some fans. However, the '09 World Championships "will be different," as "nobody will ever forget the place where a man first ran '9.5-something'" in the 100M (REUTERS, 8/24). Washington Post reporter Liz Clarke said, "In the States, we typically get excited about track and field every four years, and we just had an Olympic year." Clarke: "It's nice that it’s back in the news after one year. ... This just seems like a genuine, happy story of phenomenal performance and success, so it's wonderful for the sport” (“Washington Post Live," CSN Mid-Atlantic, 8/21). Detroit Free Press columnist Mitch Albom: “Usain Bolt is doing the truly impossible: He’s making people watch track in between the Olympics” (“The Sports Reporters,” ESPN, 8/23). SI.com's Brian Cazeneuve writes, "With his engaging personality and flair for fun, Bolt has made people appreciate how dynamic running can be" (SI.com, 8/24).
THE WRITING'S ON THE WALL: Bolt yesterday was "honoured by the city of Berlin by receiving an original segment of the Berlin Wall." The 12-foot high section weighing nearly three tons is "decorated with a life-size painting of Bolt running on the blue track of the Olympic stadium and the words 'NEW WR.'" The wall slab will be "delivered to Bolt's training camp in Jamaica" (AP, 8/24).