Prince Harry's Race With Usain Bolt Provides "Millions" Worth Of Free Publicity For Puma

Prince Harry's "headline-grabbing antics" with Gold Medal-winning sprinter Usain Bolt were “estimated to have provided Puma with a promotional moment worth millions of pounds,” according to Mark Sweney of the GUARDIAN. The prince “made TV news bulletins and front-page news all over the world after cheating in a tongue-in-cheek race against the Jamaican sprinter and posing for shots performing Bolt's trademark 'lightning' gesture.” On the first of a four-day trip to Jamaica on behalf of the Queen, Prince Harry “wore a tracksuit in Jamaica's national colours which clearly display the Puma logo on the shirt and tracksuit pants.” Prince Harry’s Press Secretary Miguel Head said, "Prince Harry asked to wear the T-shirt as a way of signalling respect for the Jamaican team.” Media buying agency MPG Head of Press Amy King said, “You cannot buy brand ads on the front page like that, you just can't -- it is immensely valuable for Puma” (GUARDIAN.co.uk, 3/7).