- José Goulão via Flickr
Usain Bolt has been with one brand his entire career: Puma.
These days, Bolt is endorsing the company’s Ignite XT training shoes with a new campaign dubbed “What are you training for?” It seems to have been a profitable deal for both Bolt and Puma. Puma released a statement in July reporting that it had seen sales growth in all regions, driven by footwear.
Sales of Puma’s running, training, and lifestyle shoes rose by 16.2% in the second quarter to about $400 million, according to Puma’s financial report as of June.
When Puma renewed its contract with Bolt in 2013, the Daily Telegraph reported he would be paid $10 million a year to promote the shoes through 2016.
Puma offered an extra $10 million incentive for another year in 2017 after rumors that the sprinter would be retiring after the 2016 Olympics.
Regardless of whether he competes, Bolt will continue to be paid $4 million a year as an ambassador to the Puma brand.
Puma’s “Faster Forever” campaign has focused on showing its athletes and products in action.
The Ignite XT campaign began last month, and the advertising behind the shoe is simple with a broad reach because the shoe isn’t meant for one specific area of training.
- Puma Facebook
What does the fastest man in the world train for? To be faster.
And it’s not just Bolt who is advertising these shoes. Rihanna is, too.
According to Puma’s most recent financial report, she will be at the center of the company’s marketing campaign over the coming months.
So what does Rihanna train for? Platinum.