BERLIN, Aug. 23 /CNW/ - As the sponsor of the Jamaican track & field team
at the World Athletics Championships 2009 in Berlin, Sportlifestyle company
PUMA achieved a tremendous track record by endorsing sprint hero Usain Bolt
who wrote sports history in Germany's capital when he smashed the 100m and
200m world records.
Three-time Olympic gold medallist Usain 'Lightning' Bolt broke the 100m
world record with an amazing time of 9.58 seconds, when he seemingly
effortlessly blew away his own world record of 9.69 seconds by 0.11 seconds
that he set in last year's Olympic Games in Beijing exactly a year ago to the
day. The PUMA athlete manifested his reputation of a sprint superstar when he
smashed his 200 meter world record of last year to become the World Champion
in 19.19 seconds. With the Jamaican team coming in first in the 4x100 relay in
42.06 seconds on Saturday night, he finished an amazing race week by adding
another gold medal and World Championship title to his track record.
"Usain Bolt wrote again sports history at the World Athletics
Championships in Berlin when he shattered his own two world records in amazing
times and went home with three world championship titles," said Jochen Zeitz,
CEO and Chairman of PUMA. "We are thrilled to have been Usain's partner since
he was 16 and congratulate him on his incredible success. He pushed the limits
of speed and power and stepped into Jesse Owens footsteps who became a legend
at the Olympic Games in the same stadium in 1936. Through the enormous brand
visibility, that has an estimated media value of several hundreds of millions
of US Dollars, PUMA clearly strengthened and further expanded its position as
one of the leading running brands."
"Berlin has been so welcoming to me and to the entire Jamaican team,"
said Usain Bolt on the closing day of the 12th IAAF World Championship. "What
an experience to come here, the place where barriers were broken by Jesse
Owens in the 1936 Olympics and be able to set new world records. Winning the 4
x 100 on Saturday night as a team was the perfect way to end this race week.
Thanks to all of Berlin, the fans worldwide and my sponsor PUMA who have
The currently fastest man on earth has joined the group of successful
PUMA athletes and teams, whose outstanding performances strongly influenced
international sports through innovative PUMA products and creative marketing
initiatives during the last 60 years.
The Theseus Pro sprint spike, dubbed the PUMA YAAM, that propelled Usain
Bolt to victory was developed by a team of PUMA designers and technicians who
studied and measured Bolt's stride and foot form. With this information and
ongoing track-testing, they created a custom-made sprint spike that best suits
Usain's unique body kinetics. The vibrant orange color was chosen to contrast
the Olympic Stadium's signature blue track. The shoe is designed to provide
power, speed and stability. The "engine" of the show is a carbon plate, which
adds speed and power but no weight. PUMA has also designed an athletic,
low-profile version of Usain's signature track spike, called the PUMA STREET
YAAM, which will be available at select retail locations later in the year.
PUMA's activities around the World Championships were accompanied by the
global PUMA marketing campaign "Who faster?" which included several marketing
initiatives focussing on in store and viral marketing.
On August 23rd, at the conclusion of the World Championships, the city of
Berlin said "Thanks" to Usain when the capital's mayor Klaus Wowereit, handed
over an original piece of the Berlin Wall 20 years after its fall to the
fastest man on earth. The unique souvenir has a height of about 3.60 meters
and a width of 1.20 meters and weighs 2.7 tons. It was designed exclusively
for Usain Bolt and the front displays him on his way to break the 100 m world
record on the legendary blue of the Berlin tracks.
Other teams that PUMA sponsored at the World Athletics Championships were
Sweden, Norway, Denmark, Uganda, Botswana and the Czech Republic.
PUMA is one of the world's leading sportlifestyle companies that designs
and develops footwear, apparel and accessories. It is committed to working in
ways that contribute to the world by supporting Creativity, SAFE
Sustainability and Peace, and by staying true to the values of being Fair,
Honest, Positive and Creative in decisions made and actions taken. PUMA starts
in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels
include categories such as Football, Running, Motorsports, Golf and Sailing.
The Black label features collaborations with renowned designers such as
Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the
brands PUMA, Tretorn and Hussein Chalayan. The company, which was founded in
1948, distributes its products in more than 120 countries, employs more than
9,000 people worldwide and has headquarters in Herzogenaurach/Germany, Boston,
London and Hong Kong. For more information, please visit www.puma.com
For further information:
For further information: Media Contact: Ulf Santjer - Corporate
Communications - PUMA AG, +49-170-56-58-228, firstname.lastname@example.org; Kerstin
Neuber - Corporate Communications - PUMA AG, +49-170-56-26-763,