Puma hints Usain Bolt could become head of Caribbean business following retirement

Usain Bolt will run his final competitive 100m at the the World Athletics Championships in London tomorrow (5 August)

Puma has revealed plans to hand its prized brand ambassador, Usain Bolt, a new role ahead of his impending retirement after confirming it could make the Jamaican sprinter the head of its Caribbean business.

Tomorrow (5 August) the world of athletics will embark on a new dawn, an era defined by the absence of the fastest man the world has ever known and, to coincide with this transition, Puma is considering offering Bolt a new job description.

The German brand has stressed Bolt’s absence from the track will be to the detriment of his role with company.

Speaking to German newspaper Handelsblatt, Puma chief executive Bjorn Gulden said: “Usain Bolt could be even more important for us when he stops running. I can even imagine that he could run our business in the Caribbean.”

Puma has supported Bolt since he was 15-years-old and in 2013 he renewed his commitment to the brand with a contract running beyond the 2016 Rio Olympic Games.

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Tony Connelly

I cover media, marketing and sponsorship news within the sports industry. This includes breaking news as well as writing feature pieces with insights from experts in the sports marketing world.

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