Jamaican sprinter Usain Bolt "recently signed a deal" with Arizona-based insole manufacturer Enertor that "makes him a part owner of the company," pushing his annual income to an estimated $32.5M, according to a profile by Tim Layden of SI. Bolt, who enters the Rio Games looking for an unprecedented third straight Gold Medal in the 100 meters, has sponsorships with 17 companies, "including Puma, Gatorade and Hublot." It is "likely that he will retain relationships with many of his sponsors" after he retires. His wealth and celebrity have "risen as track’s profile has fallen, a divergence that underscores Bolt’s unique place in the universe" (SI, 7/18 issue). Meanwhile, SPORTING NEWS' Michael McCarthy wrote the best Olympic marketing campaign to date has come from Nissan with its "two-minute long, documentary style video" starring Bolt. The video "shows Bolt trying to out-race a new and very different competitor: fire." Along the way, he "talks about how speed is his life and that he's always run fast." Viewers also see Bolt "tooling around in his custom-made Nissan GT-R, painted in 'Bolt Gold.'" Brazil-based ad agency Lew’Lara\TBWA "created the video" (SPORTINGNEWS.com, 7/16).
