• 9.2.15

    Shotopop Heralds the Return of Usain Bolt with Puma

    Usain Bolt is the fastest man in the world and, by many accounts, the fastest man ever. At the towering height of 6’5” he has used his long stride to capture world records all over the world, all while capturing the hopes of millions. But Usain is, first and foremost, a Jamaican, living on the island where he was born. International success can draw stars to more glamorous lifestyles, but Bolt has kept his roots at home, focusing on his sport and bringing him around the world to defend his titles. Bolt’s latest races took place at the 2015 World Championships just a few weeks ago in Bejing. Bolt held on to his 100m and 200m titles, and then immediately after winning his record 10th gold, was struck by a runaway Segway. Bolt was unharmed, but it caused a few good laughs on social media and Bolt responded with good humor.

    To build hype and excitement in the time leading up to the race, Bolt’s sponsor, Puma, teamed up with Shotopop to create imagery celebrating Usain’s success and historic career. The creation was set to be used on social media and features the runner breaking through finish line tape extending from Chinese characters that dominate the composition. The piece proclaims, “Beijing, Bolt is back,” which may instill fear on some athletes. The last time Bolt was in Beijing to compete were in the 2008 Olympics. Those were the summer games where he broke his own world record and shattered the previous Olympic record (that had stood since 1996) in the 100-meter sprint. Oh, he also broke the 200m and the 4x100m relay. He dominated every event that he touched, causing him to burst into the scene and catch attention that he had been denied to that point. That was the moment that the world took notice, crediting him for being the historical star we all know he is today.

    Puma used the image on Twitter as their banner, and an edited version for sharing in tweets. Whether or not it instilled fear in the hearts of his rivals is an academic point. He won his events handily proving that he was, in fact, back.

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