When Canadian sprinter Andre De Grasse signed a sponsorship with Puma last December the $11.25M deal "was the largest opening contract in the history of track and field," according to Susan Krashinsky of the Toronto GLOBE AND MAIL. It was an "unprecedented amount of money for unproven potential on the track." But Puma's investment "now looks very smart." The race to be the world’s fastest man is "hands down the highest-profile event in the Summer Olympics." On Sunday evening, "three men earned their place on the podium, and two were Puma athletes:" Usain Bolt and De Grasse. For Puma, that means "even though the company is not an official Olympic sponsor, two of the biggest stars of the Games -- the current face of sprinting and, arguably, its future -- are tied to its brand." Toronto-based Envision Sports & Entertainment Inc. Managing Dir Brian Levine, who works with De Grasse in Canada, said, "Sponsors are already buzzing about the athlete." He "would not specify who has approached the management team so far." De Grasse's stock "could rise further if he manages to win a medal" in the 200m final on Thursday. Levine: "We hope he will be the face of sprinting heading into Tokyo. ... [Puma] invested in potential. All events are not created equally. ... A bronze in the 100 meters is worth gold in a less mainstream sport." As the Games approached, "other sponsors jumped on board as well." Procter & Gamble Co.'s Gillette "signed him in June." Gillette North America Communications Leader Kurt Iverson said, "If you had to pick a headline event, the world's fastest man is probably it. ... With all the things happening for two weeks, it's great to be part of such an iconic moment" (GLOBE AND MAIL, 8/16).
