Gold shoe celebration works for Usain Bolt and Puma
16/08/2016
Because Puma is not an official Olympic partner, its social media team had to try to capitalise on the success of Puma-sponsored athlete Usain Bolt, who won the event for the third Olympics in succession, without incurring the wrath of the International Olympic Committee.
It used photographs of the athlete’s special golden shoes that it had prepared earlier on its Twitter and other social media accounts, rather than images from the stadium in Rio. But the shoes got lots of coverage all round the world when the Jamaican sprinter took them off immediately after his 9.81-seconds run and carried them like a trophy during his victory celebrations.
Commentators in Germany have suggested that Puma pays around €10 million per year to sponsor Usain Bolt, whom it picked out as a future star when he was only 15 years old.
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