Usain Bolt - press conference before Ostrava Golden Spike 2010

Bolt Is Larger Than Life

Usain Bolt established the then 100-meter world record of 9.74 seconds on May 31, at New York’s Icahn Stadium. He has never been faster in New York City. Now he’s rolling on buses.

As a way of acknowledging the three-time world record holder, Puma has plastered huge pictures of Bolt’s race on the side of city buses in New York City and Los Angeles–the nation’s largest media markets.

On the dashing advertising, Bolt is flying towards history, dipping at the finish line of his world record 200-meter performance. Above the sprawling reproduction of the photograph taken during his Olympic performance are the words: “AND THEN. HE DJ’D THE AFTERPARTY.”

How can you deny the urge to like this campaign? These six words embody the Jamaican culture of dance, celebration, and fun times.

The other ad reads: “Bolt: 100 Meters 9.69, Bus: Not So Much So.”

PUMA’s intent is to honor his performance and showcase the man who gave Puma an unexpected burst onto the international stage. Bolt is an easy sell because he comes off like the life of the party.

According to Prerace Jitters sources, up until now it has been conventional wisdom that traditionally Caribbean athletes do not sell in the U.S.

That may all be changing.

His shoes sales have been strong ever since Bolt was groovin’ in lane 5, covering the 200-meters in 19.30. And British-based Virgin Media has approached him about pitching “Boltband,” a super fast broadband internet service product.

Bolt and many on the Caribbean island of 2 million are hoping to have more to dance about in upcoming seasons.

Jay Hicks for Prerace Jitters.

Usain Bolt Reigns In Golden Era

-How PUMA dominated the competition.

The images are everywhere on television and online of Usain Bolt wearing the Theseus II spikes by Puma. It serves as a painful reminder to the executives of Nike and Adidas that they have been beaten.

The first blow was the sight of Li Ning, China’s former Olympic champion gymnast, circling the roof of the Bird’s Nest stadium to light the Olympic flame wearing his own line of shoes. Bolt hammered the second blow.

Bolt created an iconic moment as he crossed the line and held up the Theseus II as he circled the stadium while basking in the crowd praise. The world will remember his gold shoes, golden laces, and golden upper and soles.

Not only that. Bolt won the most highly anticipated 100-meter race in modern history. The results are legendary.

Three gold medals. Three world records.

PUMA received more value without spending nearly as much money as Adidas (reportedly $200 million) and Nike. Adidas star athletes in Beijing were: Jeremy Wariner, Tyson Gay, Yao Ming, and Veronica Campbell-Brown.

Nike tried to make some noise in Beijing with LaShawn Merritt, Sanya Richards, Asafa Powell, and Liu Xiang. But no one shined as bright in Beijing as the 6 foot, five sprinter.

The Jamaican national team is sponsored by PUMA, but Bolt is only athlete who is individually signed to PUMA.

PUMA not only has the hottest track superstar on the planet, it has soundly beaten Nike and Adidas in the shoe war.

By Jay Hicks.

Puma Blaze of Glory 1968 Mexico

With the ’08 Olympics less than a month away everyone is catching the Olympic fever. Puma has released the 1968 Olympics based model, their performance shoe for the ’08 Games.

For Now available via eBay and is scheduled to be released at Puma retailers soon. [Via SneakersBR].

Puma Unveils More of the Tommie Smith Collection!

PreraceJitters.com originally brought you news of the Tommie Smith shoes by PUMA. The German-based shoe giant has released more styles in the collection to honor 1968 track legend Tommie Smith.

Puma’s relationship with Tommie Smith dates back to the 1960’s. He was a PUMA sponsored athlete while winning the gold medal in the 200 at the 1968 Mexico City Olympics in a world record time of 19.83 at the time.

I love that the “Gold Clydes” have replica gold medals and the winning 200-meter time on the shoe tongue. The “Blue Clydes” are the shoes that Tommie wore on the podium in the 1968 Olympic games. They have been lined with a metallic gold leather, a reference to his gold medal win.

Tommie Smith 1968 Suedes

It’s about time that John Carlos and Tommie Smith finally got some love. Puma is paying a small tribute to the two former track stars with “Tommie Smith” Suede Pack.

During the 1968 Olympics in Mexico City when newly crowned 200-meter champion and record holder Tommie Smith raised his fist on the podium, along with bronze medal winner John Carlos, the controversy jumped off.

The barefoot athletes’ salute was meant to represent the civil rights movement and the struggle of African Americans. Tommie Smith and John Carlos were kicked out of the Olympic village, suspended from the U.S. Olympic team, and summarily sent home from the games.

To commemorate these brave men, a two sneaker collection of Suedes will release later this month with a repeating fist monogram along the upper and include golden accents. Look for the shoes to be available for purchase in August 2008.