Usain Bolt continued to break records in 2010 – the off year for track and field.
It was the year he renewed his contract with PUMA; added Hublot to his list of sponsors and electrified track and field fans at the 116th renewal of the Penn Relays in April. Also in 2010 he penned his illustrated autobiography, unveiled the Berlin Wall in Kingston and helped to re-open the Sherwood Content Health Centre; while Facebook fans passed three million. He also partnered with KLE to launch Usain Bolt Tracks and Records (opening soon).
PUMA
The announcement by PUMA in August reached approximately 14.1 million people with 419 articles across 28 countries. The estimated advertising spend would have been equivalent to over €2 billion. Bolt also shot a few commercials and did photo shoots to honour his commitments during the year.
HUBLOT
Bolt signed a deal with Hublot, a Swiss enterprise that creates luxury watches and joins other ambassadors such as his favourite football team Manchester United and Ayrton Senna. Jean-Claude Biver, chief executive of Hublot, said: “It is hugely symbolic for a watchmaker to see his watch worn by the fastest man in the world! The concept of time is sacred, for him and for us. We measure time, Usain always seems to outrun it!”
GATORADE
Usain and Gatorade took to Australia in September for business and pleasure. The Gatorade Bolt was launched and is taking Down Under by storm. The Aussies welcomed Bolt with ‘open arms’. Gatorade officials came to Jamaica in February for commercial production. The advertising campaign got multiple runs during the NBA play-offs which featured the Boston Celtics….Kevin Garnett, one of Bolt’s favourites.
DIGICEL
Bolt teamed up with the telecommunications firm to offer assistance to the Haiti Relief Fund, following the deadly earthquake in January.
Awards
Laureus Sportsman of the Year
Jamaica’s Sportsman of the Year
Sports Academy Grand Prix
Commonwealth Sports Awards
ESPY Track and Field Award
Face of Travel Award – beating Beckham, Costner, Nadal, Schwarzenegger
Special Features
Ebony 65th anniversary publication
ESQUIRE
Economist
Financial Times
Karibbean Expressions Magazine
CNN Lifestyle
Men’s Journal
The Man (Spain)
KUYA (Real Estate publication)
9.58 My Story
In penning his illustrated autobiography, BOLT partnered with Harper Collins and Ian Randle Publishers to distribute his book in the UK, Jamaica and sections of the Caribbean. Launches were held in London and Kingston and so far we are hearing over 25,000 have been sold off the shelves. Book was serialised by a Jamaican media entity (Jamaica Observer). Books are to be available in the USA and Canada soon.
On the TRACK
February 13 – Kingston – 400 metres – 45.87 seconds
April 24 – Philadelphia – 4 X 100 metres – 37.90 seconds (Yohan Blake, Mario Forsythe, Marvin Anderson) Penn Relays had 54,310 patrons, highest attendance ever in one day
May 1 – Kingston – 200 metres – 19.56 seconds
May 27 – Ostrava – 300 metres – 30.97 seconds
July 8 – Lausanne – 100 metres – 9.82 seconds
August 6 – Stockholm – 100 metres – 9.97 seconds
Philanthropy
- Mentor for 32 boys from selected Boys’ Home across the island
- Haiti Relief Fund
- Sherwood Content Health centre
- Piedmont Basic School
- Waldensia Primary
- William Knibb Memorial High School
