Puma’s Bolt Viral Ambushes Adidas at IAAF’s Moscow 2013

In the lead up to the 2013 IAAF World Athletics Championships in Moscow Puma rolls out a new campaign fronted by super star Usain Bolt campaign


A new video featuring the world’s fastest man, who recently reiterated his twin Moscow objectives of winning medals and lowering his own world records, shows him preparing for the championships by learning Russian.


The creative focuses on the Jamaican sprint sensation’s humorous personality by showing him finish off a training session by practising his language skills to ensure he is completely ready for Moscow.



The spot is seeded across the internet, plus is hosted on addias’ own YouTube channel and on its Puma Running website (at http://www.puma.com/running).


The brand’s site also provides details about the new shoes Bolt will run in at Moscow – the Puma Bolt evoSPEED Electric spike (see http://www.puma.com/evospeed).


The spot closes with #DontBlinkWorld and is part of a wider Bolt-led Puma initiative which also sees the sports equipment brand launch a consumer competition based around the hashtag.


After competing in Moscow, where Bolt races in both the 100m and 200m and insists he can beat his own records, Puma will host a live Google Hangout on 27 August which will see five winners participate as guests alongside Bolt himself.


To enter the competition consumers simply need to share photos of their very own skills and talents tagging them with the #DontBlinkWorld hashtag.


“Usain Bolt’s skill is speed. Show us your skill for a chance to win. Are you a football star? B-boy? Distance runner? Do you have fierce style? Or major skateboard skills? Show us your talent by sharing photos with #DONTBLINKWORLD on Twitter or Instagram for a chance to hang out with Bolt.”


Another celebrity-led experiential element of Puma’s Bolt campaign for Moscow saw the sprinting icon personally take to the turntables at the Puma Jamaica Party at Puma Social Club in Gorky Park, Moscow, as part of the brand’s ‘Operation Moscow’.



A further strand of Bolt’s Moscow work includes Puma signed vest competitions in partnership with relevant sports-led media businesses 9such as Athletics Weekly).


This strand sees Puma Running offer players the chance to win a branded running vest signed by the six-time Olympic champion (see http://www.athleticsweekly.com/competitions/win-a-puma-vest-signed-by-usain-bolt/).




By focusing on Bolt’s well-known cheeky, humour-led personality, the spot achieves a sense of integrity.


This integrated, multi-platform initiative, once again sees Puma use Bolt to challenge official event sports equipment brand partner Adidas.


Adidas may have the official rights on its side in Moscow – indeed, it’s deal as the official IAAF athletic sponsor and licensee product supplier incorporates every aspect of athletics, from product creation, to grassroots development and retail distribution  until 2019 – but Umbro has the sports undisputed main draw since it first began a relationship with him as a 16 -year-old junior back in 2003.


The world’s most iconic athlete is currently signed up to Puma, as his official supplier of performance, training, lifestyle apparel and footwear, until the end of 2013 in a deal reported to be worth in excess of $9m per year.


Bolt (who also has inked endorsement deals with Gatorade, Hublot, Nissan, Soul Electronics, Virgin Media, Visa) plays a pivotal role for Puma and serves as its flagship global ambassador, collaborates on the development of key product lines (including the ‘Bolt Collection’).




Puma Running






World Athletics Championship 2013 Moscow Organising Committee Website







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