Puma Hopes To Capitalize On Usain Bolt's Record-Setting Dash
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Puma Scores Int'l Exposure With
Bolt's Record-Setting Dash In Beijing |
Puma is "trying to cash in" on endorser Jamaica sprinter Usain Bolt's record-breaking performance in the men's 100m by selling a "limited-edition Gold Medal-looking bag," according to Darren Rovell of CNBC. Puma does not spend as much on its marketing efforts, so Bolt's run is a "big coup for the 2008 Olympics." Meanwhile, Rovell noted it is possible Bolt slowed as he approached the line in the race because he "likely has bonuses built in for every time he beats a world record." Rovell: "If you beat the world record by too many hundredths of a second, it would be hard to make a bonus payday again" ("Power Lunch," CNBC, 8/18). Rovell added 100m dash Bronze Medal-winner U.S. sprinter Walter Dix "has a huge Nike deal and gets paid to wear Oakleys, but he could make more of a mint if he becomes the only American track star to win three medals at these games." Dix still has the men's 200m and the 4x100m relay ("Street Signs," CNBC, 8/18).
DOUBLE THE FUN? A source familiar with the Wheaties box project said that the company is considering whether U.S. gymnast Shawn Johnson, who today won the Gold Medal in the balance beam to go along with three Silver Medals, "should grace the box along with" U.S. gymnast and gymnastics all-around Gold Medalist Nastia Liukin. In N.Y., Clemente Lisi noted Wheaties "has not released any details" for its box, which is "expected to hit supermarkets by the end of the month." Having two gymnasts on the box at one time "would be unprecedented" (N.Y. POST, 8/16).
LENO'S CALLING: After the Olympic flame is extinguished on Sunday, NBC will keep newly-minted Olympic stars Dara Torres and Liukin in the spotlight. The swimmer and gymnast are scheduled for appearances on NBC's "The Tonight Show" on August 25 and 26, respectively. Both athletes are represented by Premier Management Group's Evan Morgenstein (Tripp Mickle, SportsBusiness Journal).
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