The Industry That Is Usain Bolt

What's next for Usain Bolt?

"He's talked about playing for Manchester United (MANU), being a broadcaster and designing apparel à la Michael Jordan," says Elizabeth Lindsey, a marketing expert at Wasserman. 

Bolt holds the 100- and 200-meter world records, has been to four Olympics and has nine gold medals to his name. Jeff Kearney, the head of Gatorade's sports marketing department, explained Bolt's appeal. 

"We have an incredible roster of great athletes across a number of sports, who resonate in many markets and are each unique in their own way," Kearney said. "But Usain's joyful personality paired with his overall dominance in a sport most people can relate to, results in an athlete who provides brands like Gatorade with true global reach." 

His vivacious and engaging demeanor is so appealing to U.S. brands that the Jamaican runnereven stars in U.S.-based Olympic ads opposite members of Team USA. Bolt "has been fantastic for the entertainment value" of the sport, says a USA Track & Field spokesman, in addition to what he's done for the record books.  "American track & field fans love watching him as much as fans from other countries do."

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