It is the fashion,it is the world: Speedendurance.com

Wednesday 14 July 2010

Speedendurance.com

Usain Bolt & Puma: Bolt Arms, YoguRun Shoes, Speed Shorts available soon

Posted: 13 Jul 2010 09:00 AM PDT

It wasn't long ago when Puma signed Usain Bolt back in 2003 as a 17 year old.

Puma tried to capitalize on the success after his famous 9.69 and 19.30 in Beijing 2008, but the only "Usain Bolt" merchandise available was his famous signature Bolt Arms lightning bolt pose.

Even after Berlin 2009, he had a pair of shoes and spikes named after him, but they didn't sell as well as expected. Same with his limited edition Gold iPhone.

If you are going to appeal to the mass market, then unfortunately you'll have to target kids (and adults) who care about Track and Field for 16 days every 4 years.

Those "kids" also include basketball players, football players, skateboarders, and plain old street kids that hang out "in groups". These kids don't go out and buy $100 spikes every day.

And that is why Bolt and Puma are expanding their product line, especially their lifestyle products.

Usain Bolt quotes:

"Throughout the years, I’ve helped Puma design the track spikes that I compete in, but it’s been fun to get involved in the development of these fitness and lifestyle products,"

"The Bolt Crest is a symbol of all that is important to me: running, home, and my country. Being able to put my stamp on these products is an honour. I hope people will like what we’ve created."

Usain Bolt Puma Clothing Line

It's no secret Usain Bolt's favourite colours are purple, black and green, very close to the Jamaica National colours of yellow, black and green.

The first piece of clothing in the Puma Bolt collection is a hooded sweat jacket that has a lightning stripe stitching as well as a hidden compartment for MP3 and other digital media players.

The next item is "speed shorts" which was designed specifically for running. That includes a moisture management material similar to the NIKE Dri-Fit and friction-reducing inner briefs. Most sprinters today, if not all sprinters, wears half or quarter tights to prevent friction from the shorts.

For footwear, Puma has the Bolt YoguRun sneaker. It is similar to the Puma Yaam made famous during the Beijing Games.

The Puma Bolt collection will be launched at the end of July 2010, at select Puma stores across the world, and on-line at shop.puma.com.