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SBD Global/September 13, 2012/Marketing and Sponsorship

Usain Bolt Is Promoting Gatorade's New Energy Drink In Jamaica, New Zealand

Pepsi Jamaica Head of Marketing Carlo Redwood said that "plans are afoot" to bring a new Gatorade innovation locally, according to H Walker of the JAMAICA OBSERVER. Jamaican Olympic Gold Medalist Usain Bolt, "arguably the world's premier athlete in any sport," will be heading to New Zealand next month to promote the energy drink. Specific plans of the Bolt-Gatorade campaign will be released soon. Redwood said, "We are working on a number of innovations, the G-Series in America that we are looking to bring it to Jamaica as we continue to build the brand." Aside from Gatorade, Bolt has also inked endorsement deals with Puma, Swiss watchmaker Hublot, and TV and phone service Virgin Media. Additionally, Visa signed him to an agreement and "splashed Bolt's image on billboards across Europe," while Soul Electronics also signed a deal that will "develop Bolt's own line of headphones for the company" (JAMAICA OBSERVER, 9/12).
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