PUMA: Usain Bolt “THE BOLT ARMS”*

22 08 2009

berlin-did-ya-see-dat

Usain Bolt is by now definitly the “face” of this years Athletics World Championship in Berlin, Germany. Before and after the runs (100m, 200m) he pleases the crowds with his dance moves, but most people are always waiting for his signature move…”The Bolt Arms”…

Beijing Olympics Athletics Mens 100M

PUMA took this move and built a great little campaign and merchandising piece aorund it. It focuses on the fact that Bolt can’t really spend his day without people asking him to show them the “Bolt Arms” , obviously that causes problems with everyday things…

Beginning of August Puma invited journos for a press conference…the rest is history… check out the films ;o)

89725063AH003_Puma_Press_Co

Video: PUMA – Usain Bolt Press Conference – 2:00 min

Video: PUMA – Usain Bolt BOLT ARMS “Ice Cream” – 1:02 min

Video: PUMA – Usain Bolt BOLT ARMS “In de Club” – 0:57 min

The fans are crazed too ;o)

bolt-arms-con-1

Video: PUMA – Usain Bolt BOLT ARMS “Fans” – 2:10 min

Visit: Pumarunning.com



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One response

23 08 2009
Rebeccad

Usain Bolt is definitely setting the world on fire, he is a marketers dream. Those Bolt arms are extremely hilarious, lol. I loved it when Berlino the bear did the gesture with him after he won the 200m

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