Marketing An Olympic Champion – Usain’s Personality, Marketability and Brand

The Usain marketability factor caters to Children, Generation Xers (Older Women), Lifestyle
With the hype of the London 2012 Olympics almost over, the world has witnessed incredible feats by one of the greatest sprinters of all time – Usain Bolt. Bolt is an amazing showman who has not only raised the profile of track and field but he has made significant progress in captivating the attention of billions.

Usain Bolt bearing the Jamaican flag at the London 2012 Olympics

In this Aug. 3, 2012 Bloomberg interview Carole Beckford, publicist for Usain Bolt, discusses the Olympian’s marketability and trademarked “To Di World” pose. She speaks with Caroline Hyde on Bloomberg Television’s “Last World.” (Source: Bloomberg)

Some of Usain’s feats (discussed on the interview) include

• World 100 and 200 Olympic winner
• Most sponsored runner
• Ranked 63 on The Forbes 100 highest paid athletes, the only track and field athlete in the list