Visa's new World Cup campaign has seen Usain Bolt hang up his running shoes and slip into a pair of football boots to push its 'Flow Faster' message.
The campaign, developed by Saatchi & Saatchi London, is set to run globally from today (30 May), until the end of the tournament and promotes its online, contactless, and mobile payment services.
"We wanted to develop a new way to communicate our innovative products whilst using our Fifa World Cup sponsorship. Usain had already worked with Visa Europe and with his love of football it seemed a natural fit for him to lead our campaign,” said Colin Clarke, executive director at Visa Europe.
Visa is hoping to reach over 300 million European consumers with the activity, which extends to digital and social.