Usain Bolt created quite some ripples during his peak. Not only on the tracks but outside of it too. While he was running 9:58s 100m dashes, the fame quotient around him skyrocketed. Thus, more and more brands tried to associate its name with the Jamaican track and field legend. Over the years, there have been a lot of big name companies that have scooped up Bolt as their brand ambassador. However, one of the biggest names that comes to mind instantly is Nike. But remember when the Bolt-Nike deal did not have an ideal ending?
While Bolt won his 2008 Olympic gold medal, the Jamaican also had a world record-breaking World Championships victory just a year later. Around this time, some significant rumors were circulating about Usain Bolt switching from his longtime sponsor, Puma. And the biggest competitor to sign Bolt was none other than Nike. With speculations running wild, the deal with Nike ultimately did not go through. While Bolt signed one of the most lucrative contracts with Puma, the controversy got buried with time. However, there has not been any clear reasoning about what exactly happened during Bolt’s face-off with the billion-dollar conglomerate. But now, after all these years, there is some much needed clarity on the topic.
The honest confession comes from none other than the Jamaican legend himself. In a recent appearance on the Ready Set Go podcast, Bolt sat down with Justin Gatlin and Rodney Green. Discussing an array of different topics, the fastest man on earth was asked about his failed Nike deal and what exactly went down. While he agreed that he indeed had a talk with Nike about a possible contract, the meeting enabled him to land an even better deal with Puma! Wait, what! “Nike, we had a meeting with Nike, it was after 2012, or before 2012. That’s the only time we’ve had a meeting with Nike. Nah, Puma just matched the contract. They got me paid,” said Bolt. After all, which company will let someone like Usain Bolt slip away for some dollars! Puma went to great lengths (literally) to secure Usain Bolt!
Bolt further doubled down on how the CEO of Puma took special initiative and personally met with Bolt to discuss the contract. “Mr. Zeitz at the time was the Puma CEO, and he flew us to Kenya that year. Africa. Yeah, and we sat and discussed, and when he told me to figure out to play it cool, bro, I had to play it cool. They got me paid, I must say,” Bolt further added. However, apart from the single instance, Bolt has never once tried to explore deals outside of Puma. Bolt had stated earlier that several companies had lucrative offers for him. But he did not entertain any. After all, Puma was family! Just an example of what respect and acknowledgement can get for you!
Surely, Bolt’s loyalty towards Puma helped both himself and the brand attain significant success. After all, the track and field sensation has had one of the rarest deals with Puma. But what is it all about?
Usain Bolt’s exclusive lifetime deal under Puma alongside other members from the club of legends
Only a handful of athletes in history have secured lifetime endorsement deals from brands like Nike and Puma. And the list of Puma is graced by names like Michael Jordan, LeBron James, and of course, Jamaican sprinting legend Usain Bolt. While most sponsorships fade after retirement, Bolt’s partnership with Puma remains as strong as ever. And this ensures that he continues to earn millions long after leaving the track. Now that is a privilege!
In 2013, Puma elevated Bolt’s status to an entirely new level by signing him to a groundbreaking lifetime endorsement deal—the first of its kind in track and field. During his competitive years, the Jamaican track legend earned a staggering $10 million annually from the brand. Even in retirement, he pockets $4 million per year simply for being the face of Puma! Those numbers have got us all dizzy! Just goes to show he isn’t just a guy who runs incredibly fast. He is one of the most, if not the most, marketable athletes of all time. But this shouldn’t come as a shock to anyone. Bolt’s enduring influence was clear to Puma from the start.
LONDON, ENGLAND – AUGUST 11: Usain Bolt of Jamaica celebrates after crossing the finish line ahead of Ryan Bailey of the United States to win gold and set a new world record of 36.84 during the Men’s 4 x 100m Relay Final on Day 15 of the London 2012 Olympic Games at Olympic Stadium on August 11, 2012 in London, England. (Photo by Ian MacNicol/Getty Images)
After the 2004 Olympics, when some doubted his future, the brand stood by him. Former Puma CEO Jochen Zeitz recalled, “I remember after the Athens Olympics, some people were saying he’s never going to make it… but I was bright enough to sign him and was bright enough not to let him go when he was injured.” Look how far the faith in a budding athlete has taken the company! That decision turned out to be one of the most lucrative in sports marketing history, securing Puma a lifelong ambassador in the fastest man the world has ever seen.
With this deal, the 38-year-old joined a club reserved for global icons. Nike pioneered the concept when it handed NBA legend Michael Jordan the first lifetime contract, later extending the same honor to Lakers’ icon LeBron James. Puma’s decision to do the same for Bolt wasn’t just about his speed. Rather, it was more about his global appeal, charisma, and ability to transcend the sport. Even years after retirement, the name Usain Bolt continues to carry weight, proving that legends aren’t just remembered—they’re rewarded for life.
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