Three-time Olympic gold medallist Usain ‘Lightning’ Bolt broke the 100m world record with an amazing time of 9.58 seconds, when he seemingly effortlessly blew away his own world record of 9.69 seconds by 0.11 seconds that he set in last year’s Olympic Games in Beijing exactly a year ago to the day. The PUMA athlete manifested his reputation of a sprint superstar when he smashed his 200 meter world record of last year to become the World Champion in 19.19 seconds. With the Jamaican team coming in first in the 4×100 relay in 42.06 seconds on Saturday night, he finished an amazing race week by adding another gold medal and World Championship title to his track record.

Usain Bolt wrote again sports history at the World Athletics Championships in Berlin when he shattered his own two world records in amazing times and went home with three world championship titles,” said Jochen Zeitz, CEO and Chairman of PUMA. “We are thrilled to have been Usain’s partner since he was 16 and congratulate him on his incredible success. He pushed the limits of speed and power and stepped into Jesse Owens footsteps who became a legend at the Olympic Games in the same stadium in 1936. Through the enormous brand visibility, that has an estimated media value of several hundreds of millions of US Dollars, PUMA clearly strengthened and further expanded its position as one of the leading running brands.”

“Berlin has been so welcoming to me and to the entire Jamaican team,” said Usain Bolt on the closing day of the 12th IAAF World Championship. “What an experience to come here, the place where barriers were broken by Jesse Owens in the 1936 Olympics and be able to set new world records. Winning the 4 x 100 on Saturday night as a team was the perfect way to end this race week. Thanks to all of Berlin, the fans worldwide and my sponsor PUMA who have supported us.”

The currently fastest man on earth has joined the group of successful PUMA athletes and teams, whose outstanding performances strongly influenced international sports through innovative PUMA products and creative marketing initiatives during the last 60 years.

The Theseus Pro sprint spike, dubbed the PUMA YAAM, that propelled Usain Bolt to victory was developed by a team of PUMA designers and technicians who studied and measured Bolt’s stride and foot form. With this information and ongoing track-testing, they created a custom-made sprint spike that best suits Usain’s unique body kinetics. The vibrant orange color was chosen to contrast the Olympic Stadium’s signature blue track. The shoe is designed to provide power, speed and stability. The “engine” of the show is a carbon plate, which adds speed and power but no weight. PUMA has also designed an athletic, low-profile version of Usain’s signature track spike, called the PUMA STREET YAAM, which will be available at select retail locations later in the year.

PUMA’s activities around the World Championships were accompanied by the global PUMA marketing campaign “Who faster?” which included several marketing initiatives focussing on in store and viral marketing.

On August 23rd, at the conclusion of the World Championships, the city of Berlin said “Thanks” to Usain when the capital’s mayor Klaus Wowereit, handed over an original piece of the Berlin Wall 20 years after its fall to the fastest man on earth. The unique souvenir has a height of about 3.60 meters and a width of 1.20 meters and weighs 2.7 tons. It was designed exclusively for Usain Bolt and the front displays him on his way to break the 100 m world record on the legendary blue of the Berlin tracks.

Other teams that PUMA sponsored at the World Athletics Championships were Sweden, Norway, Denmark, Uganda, Botswana and the Czech Republic.

Bolt told journalists after the race, “I wasn’t really looking for the world record, but it was there for the taking. I knew after 50 meters the race was over.” He also confirmed for the first time that he hoped to compete in both, the 100 metres and 200 metres, at the Olympic Games in Beijing in August. “The Olympics are the big thing for me. It doesn’t matter if I have the world record, if I don’t have the Olympic medal”, he added.

Bolt made headlines last month, when he ran an unexpected 9.76 seconds, clocking the 2nd fastest 100m time ever recorded at a competition in Jamaica. He has competed almost exclusively in the 200m, earning a silver medal at the 2007 IAAF World Championships in Osaka, Japan.

Usain Bolt joined the PUMA athletic team in 2002, when he won the World Junior Championship 200m title in Jamaica, becoming one of the leading athletes for the company. During his race on Saturday he wore the complete Theseus II – the PUMA® performance track&field shoe and a sleeveless outfit from the complete running collection in store now. Theseus II is the PUMA® premier sprinters spike designed specifically for the 100 and 200 meters, the perfect combination of light synthetic leather and smooth leather overlays.

Bolt is the first man in 24 years to win an Olympic sprint double while the Jamaican team finished third in the nation medal table for track and field with six gold, three silver and two bronze medals.

“We were again able to impressively demonstrate PUMA’s undoubted credibility and expertise in world-class sports at the 2008 Beijing Olympics,” said Chairman and CEO Jochen Zeitz. “With our PUMA athletes and primarily Usain Bolt’s world records in the sprints, we once again set new standards and made sports history, strengthening and expanding our position as one of the leading running brands.”

Cameroonian triple jumper Francoise Mbango and javelin thrower Andreas Thorkildsen from Norway won Olympic titles wearing PUMA Runway apparel.

Bolt, Mbango and Thorkildsen join the group of brilliant PUMA track and field athletes who enjoyed golden moments in Olympic history, such as for example Armin Hary (100m / 1960), Tommie Smith (200m / 1968) and Linford Christie (100m / 1992).

Bolt worked with PUMA to develop the optimum running shoe. Running both the 100m and 200m, he needed a versatile shoe that provided support for power, as well as firmness to hold his foot in place around the turn. Following this collaborative process, the complete Theseus II was born. PUMA produced a gold version of the shoe for Beijing, which helped power him through the greatest sprints of his life so far.

The Olympics also provided the ultimate stage to showcase PUMA’s Runway Collection of clothing and apparel which was inspired by the spirit of the Games and those athletes who came to symbolize it. PUMA’s world class competitors looked the part on and off the track in lifestyle offerings with a sporting edge and performance products provide them with PUMA’s unique offering of fashion and technology.

Until the end of 2013, PUMA will continue to be the official supplier of performance, training and lifestyle apparel and footwear for Usain Bolt. Bolt will play a pivotal role in PUMA’s global marketing campaigns and serve as the central figure in the sportlifestyle company’s London 2012 Olympic program, expected to be launched early in 2011. PUMA and Bolt will continue to collaborate on the development of key product lines, building on the 2010 “Bolt Collection” launch, a range of apparel, footwear and accessories that the sprinter helped develop which include graphic elements representative of Bolt and his beloved Jamaica. Compelling new product initiatives will be launched in 2011 and the years that follow.

Bolt and PUMA have forged a close relationship over his formative years. When the World’s Fastest Man was just a boy of 16 in 2003, PUMA signed the junior sprinter. The brand and the athlete have matured together and Bolt, now 24, has emerged as the one of the world’s most talented Track and Field athletes, winning three gold medals in the 2008 Beijing Olympics and smashing two world records in the 100m (9:58) and 200m (19:19) at the World Championships in Berlin in 2009. PUMA, like many Bolt enthusiasts, believes the best is yet to come.

“Usain Bolt has been a revelation for Track & Field athletics,” said Jochen Zeitz, Chairman and CEO of PUMA AG. “He’s shined a global spotlight on the sport; his winning personality and phenomenal physical prowess are a unique combination. The way he both engages his fans and is energized by them has helped his popularity escalate to extraordinary levels over the past two years.” Zeitz continues, “Usain has been a tremendous force for the PUMA brand. He embodies the joy, playfulness and irreverence that are the cornerstone of our brand. His Lightning Bolt ‘To Di World’ pose from the Beijing Games in 2008 is now one of the most recognizable symbols in sport. He’s obviously a lot of fun to work with. From a performance standpoint, he has reset the bar for speed on the track, and we’re not sure he’s even hit his top gear yet. It’s going to be an exciting few years ahead and we’re thrilled to be along for the ride.”

“PUMA’s been by my side since the beginning, before anyone knew what I was capable of achieving,” said Usain Bolt. “They saw potential in me and they took a chance, supporting me all the way, especially when things weren’t easy for me due to injuries I suffered in my teens. We’ve been partners in the truest sense of the word since day one, and so it’s an easy decision to re-sign with them,” continued Bolt. “PUMA gets me; we fit together. They take the business of running seriously, but we also know how to have fun, to be spontaneous. We both bring a lot of personality to the sport.”

While Usain Bolt is undeniably one of the brand’s greatest ambassadors, PUMA’s investment in Track & Field in Jamaica is far more extensive than supporting him alone. Since 2002, PUMA has also sponsored the Jamaican Amateur Athletic Association (JAAA), which is the governing body for Track and Field in Jamaica, and the Jamaican Olympic Association. In addition to this, PUMA helps to foster young talent through sponsorship of 7 high school track and field programs. This partnership also drives the annual ISSA Boys & Girls Track and Field Championships, dubbed “The Champs” which is lauded as the most popular sporting event in Jamaica and the place where many of the world-renowned sprinters got their start. Additionally, PUMA is a partner of pre-Champs meets including the Gibson Relays and various Invitationals. Outside of the high school sphere, PUMA is the main partner of the Reggae Marathon, which takes place each December in Jamaica and draws distance runners from all over the world.

For more information about PUMA and Usain Bolt, please visit:

http://www.puma.com/running or www.puma.com

Bolt was clearly in a determined mood as he prepared for the final, winning the preliminary heats and semi-final comfortably. The tension around the stadium was intense, but when the moment came, Usain responded well to the starter’s gun, exploding out of the blocks before powering into an unbeatable lead. His post-race celebrations were typically flamboyant as he jumped the barrier to entertain the Daegu crowd.

Usain Bolt said “I am very happy and proud to have won here today. After the false start on Sunday, I was extremely disappointed not to have given myself the chance to defend my 100m title. The 200m represented a great opportunity for me to put it behind me and move on, and I’ve been determined to do so all week. The crowd was wonderful here tonight and I really enjoyed the moment.”

The Jamaica men’s relay team made history on the last day of the World Championships in Daegu, breaking their own World Record for the 4 x 100m relay. The relay was the very last event in the 2011 IAAF World Championships and the first World Record – making this even more of a triumph for Jamaica. Nesta Carter got off to a great start, followed by Michael Frater, who passed the baton over to the new 100m World Champion Yohan Blake who tore round the bend to hand over to Usain Bolt who powered down the home stretch to claim his second gold medal of the Championships and complete a new World Record.

The silver PUMA Bolt Spike Ltd race spikes that helped Usain Bolt reclaim his IAAF World Championship 200m crown in Daegu are the latest innovation of the Theseus II track spike. The World’s Fastest Man first wore this line of spike when he broke the 100m World Record in New York in 2008, and has continued to wear them through its various evolutions. The World’s Fastest Man also wore personalised gold Theseus II spikes when he took the 2008 Olympic Games in Beijing by storm, winning three gold medals and breaking two World Records in the process. One year later, the same shoe in an orange colourway propelled him to shatter his 100m and 200m world records in the IAAF World Championships in Berlin.

Usain Bolt has worked closely with PUMA over the last five years to develop the optimum running shoe and through this collaborative process the Theseus II has evolved into the spike worn today. Microfiber synthetic that match the characteristics of K-leather creates a glove-like fit for the PUMA Bolt Spike Ltd, and enhances sprinting efficiency through the stiffness of material. Microfiber suede lining on the inside create a soft on-skin feel, and asymmetrical lacing also facilitates comfort and an improved fit. A pebax plate material in the midsole, combined with a 100% woven carbon fiber forefront, helps Bolt gain a higher energy return while powering down the track, and an increased curved and rounded bottom with a lower instep midfoot fit optimizes stability while running at a quicker pace. Like Bolt himself, this spike defines fast.

Bolt’s sprint spike is also the inspiration for PUMA’s Faas range of lightweight running shoes. The PUMA Faas 200, 300, 400 and 500 styles are designed to give runners a more natural running rhythm and enhanced speed, but with a touch of old-school styling, inspired by iconic silhouettes like PUMA’s Easy Rider. Having studied the movement, foot placement and overall running styles of Usain Bolt and other athletes, PUMA identified three proven and consistent skills that were critical to top performance. These elements were then translated into three categories —Rocker Flex and Groove. The unique rocker shape allows for a biomechanically efficient stride with an effortless toe-off. The flex grooves built across the tooling increase responsiveness. The PUMA Faas range is available online and at retail stores worldwide.

WORLD’S FASTEST MAN INSPIRES FASTEST PERFORMANCE

Products in the ‘Year of Speed’

PUMA is proud to introduce evoSPEED, the groundbreaking performance collection that for the first time in the Sportlifestyle brand’s history, features product offerings for all PUMA sport categories. Inspired by the Usain Bolt – the World’s Fastest Man, the collection answers every athlete’s need for speed by taking performance technology and innovations and incorporating them in footwear and apparel developed for running, football, motorsport, golf, cricket and indoor sports. evoSPEED will be available from 1 June 2012.

Designed under the criteria of “light, flex, and fit”, all evoSPEED footwear features lightweight materials, increased flexibility and an optimized fit that enables a greater freedom of movement without compromising support, to enhance speed. For the first time in PUMA’s history, the classic Formstripe has been changed and a new lightening version, a signature graphic that emphasizes speed and harkens back to Usain Bolt, will be featured on the complete evoSPEED footwear collection.

The evoSPEED styles will be worn by PUMA’s key athletes in running (e.g. Usain Bolt), football (e.g. Sergio Aguero), motorsport (e.g. Fernando Alonso), golf (e.g. Rickie Fowler), cricket (e.g. Yuvraj Singh) and indoor sports (e.g. Luc Abalo) this summer and beyond.

Running

Inspired by the competitive performance spikes that Usain Bolt will be wearing during the 2012 Diamond League and at the Olympic Games in London, the BOLT evoSPEED Runner is a light, breathable and flexible trainer built to enhance speed. Through evoFOAM, a lightweight midsole cushioning, this trainer offers a fast, responsive and smooth ride. The BOLT evoSPEED Runner upper also has a modern and fresh aesthetic, to bring a strong lifestyle appeal to the track.

 

Football

Part of this cross category collection is the evoSPEED 1 FG, which will be worn by PUMA’s top football players including Sergio Aguero, Radamel Falcao and Mario Gomez. The next generation in PUMA’s Speed silo, the evoSPEED 1 FG is one of the lightest boots in the market and is designed to help players achieve top speed. The upper features a soft and ultrathin microfiber material whilst stability is provided by the internal EverFit cage. The anatomically engineered lightweight one-piece outsole provides stability and support, utilising high-tech materials to minimize weight and to maximize its flexibility and reactivity. The evoSPEED 1 FG features an external heel counter which secures an excellent heel fit and the new PUMA evoAptoLast which provides an industry leading fit.

 

Motorsport

The evoSPEED Mid is the newest style in the PUMA Motorsport range, and took its inspiration directly from the Formula 1 race track and the performance of World Class drivers such as Fernando Alonso of the Scuderia Ferrari F1 Racing Team. The shoe features a full EVA comfort midsole, an internal EverFit cage for enhanced fit, and a heel wrap up for better grip. For extra durability, a rubber spray toe-cap has been added. The minimalistic pattern piecing and the asymmetrical lace system showcase the focus on function for this style.

 

Golf

For the golf category, speed is represented with the FAAS Trac evoSPEED. The latest PUMA Golf shoe will be worn by COBRA PUMA GOLF superstar Rickie Fowler at the U.S. Open and other 2012 golf tournaments. As with the other evoSPEED collection styles, the FAAS Trac evoSPEED provides maximum flexibility to enhance a 360° movement as well as very lightweight materials. These light and highly functional materials deliver unmatched protection through extremely durable waterproofing, taped seams and high breathability to shield the athlete from external forces. The outsole combines directionally molded S2Quill spikes with replaceable S2Quill spikes for ultimate grip on the course. The spikes are situated within a stepped outer frame with additional traction elements to provide a stable, supportive platform. The FAAS Trac evoSPEED further provides improved balance, feel and lateral stability.

 

Cricket

The evoSPEED Cricket Spike is one of the lightest Cricket spikes in the market. The upper features a soft and ultrathin material whilst stability is provided by the EverFit cage that is also being used for the football and motorsport evoSPEED Footwear styles. A mesh window gives breathability and the anatomically engineered one-piece outsole provides stability and support.

 

Indoor

An additional part of the evoSPEED collection is the evoSPEED Indoor 1 that will be worn by many international handball players such as Luc Abalo of the French national team. Matching the general evoSPEED criteria, the shoe features very light weight materials, a super flexible outsole and the EverFit cage that offers a perfect fit and support. A mesh tongue further adds breathability whilst the removable perforated sockliners provide additional comfort.

For more information, please visit www.puma.com .

The designs will be worn by the entire team (men and women), including three-time Jamaican Olympic gold medallist, fastest man in the world and PUMA athlete Usain Bolt. PUMA’s partnership with Marley, the eldest daughter in the Jamaican family dynasty, underscores the brand’s long-time commitment to the Caribbean nation, with its rich cultural heritage, global music contributions and its unparalleled dedication to Athletics.

“It is truly an honor to design this collection for my home country and my home team,” said Cedella Marley. “It’s not even a dream come true because it’s something I never dreamed would be possible. I ran track in high school in Jamaica and I’m still a huge fan of Jamaican Athletics, so to have a role in creating the outfits for our Olympians is a thrill. I admire what PUMA has been doing in Jamaica over the years and the Marley family has the same type of give-back philosophy. I think this partnership is going to be legendary.”

Staying true to PUMA’s DNA of sportlifestyle, the collection incorporates high-tech fabrics and silhouettes engineered to enhance the performance of the athletes hailing from the fastest country in the world—Jamaica. Taking inspiration from the vibrant colors and patterns of the Caribbean nation as well as the African influences that have come to characterize that country, Cedella Marley’s unique designs are sure to make the world take notice in the summer of 2012.

“I can’t think of a better person to design our Olympic outfits than Cedella,” said Usain Bolt. “PUMA got that right…hooking up with a legendary Jamaican. She’s a great designer but also carries on the spirit of our nation through the legacy of the Marley family. It’s going to be inspirational to run in London with that energy surrounding me.”

PUMA’s Olympic wear will be accompanied by a lifestyle collection of apparel, footwear and accessories which will be available at PUMA retail stores globally in June 2012.

“We’ll go through a rigorous process of material selection and design to ensure the performance singlets, in particular, meet the needs of Jamaica’s world-class athletes,” continued Marley. They have to fit and feel like a second skin.”

“Cedella, the Marley family and their fun and laid back Jamaican nature are a perfect fit for the PUMA brand”, said Franz Koch, CEO of PUMA. “Cedella’s vibrant style and unique design will bring an authenticity to the Olympic PUMA collection for the entire world to see in London 2012, boosting the visibility of our brand significantly.”

Cedella Marley began designing clothes while she was on tour with Ziggy Marley and the Melody Makers, a band comprised of her brothers and sisters. Her fashion brand, Catch A Fire, named after her father’s first album, debuted in 2001 and encompasses a tailored bohemian style with vivid colors and prints. Her collections are available in upscale department stores throughout the United States. In addition to fashion design, Marley is a children’s book author and the CEO of Tuff Gong International—the record label founded by father Bob Marley in 1965. She is also the director of Marley and Company which manages Bob’s image and music rights and helms the merchandising conglomerate The House of Marley. A life-long philanthropist, Marley is currently overseeing operations for The Bob Marley Foundation and 1Love.org, which aligns well with PUMA’s own commitment to giving back.

PUMA’s investment in Track & Field in Jamaica is far and wide, with Usain Bolt being undeniably one of the brand’s greatest ambassadors. Since 2002, PUMA has sponsored the Jamaica Athletics Administrative Association (JAAA), which is the governing body for Track and Field in Jamaica, and the Jamaica Olympic Association. In addition to this, PUMA helps to foster young talent through sponsorship of seven high school track and field programs. This partnership also drives the annual ISSA Boys & Girls Track and Field Championships, dubbed “The Champs” which is lauded as the most popular sporting event in Jamaica and the place where many of the world-renowned sprinters got their start. PUMA is a partner of pre-Champs meets including the Gibson Relays and various Invitationals. Outside of the high school sphere, PUMA is the main partner of the Reggae Marathon, which takes place each December in Jamaica and draws distance runners from all over the world.

The world will be watching Usain Bolt in London 2012 to see if he will break his own record in the 100m and 200m relays, clad in Cedella Marley’s unique designs. At 25, Bolt has emerged as one of the world’s most talented Track and Field athletes in the modern era, winning three gold medals in the 2008 Beijing Olympics and smashing two world records in the 100m (9:58) and 200m (19:19) at the World Championships in Berlin in 2009. PUMA, like many Bolt enthusiasts, believes the best is yet to come.

The film "9.58 Seconds" is the central element of the overall implementation: The content of the current annual report was laid over Usain Bolt´s World Record Run from 2009. The film consists of 240 individual frames, in which the 250 pages of the annual report are embedded. The user can interactively navigate back and forth, stop and read while Usain Bolt runs towards his victory.  Certain markers make it possible to directly jump off the film into the relevant topics on the microsite. All the chapters of the annual report can be accessed on tiles with a mouse-over effect and be read there.

Ulf Santjer, Global Director Corporate Communications at PUMA: "Our goal is to be the fastest sports brand in the world - and of course that should be reflected in our annual report. A very special PUMA moment of 2017 was the last race of Usain Bolt at the World Championships in London and the memory of his breathtaking world record run in 9.58 seconds of 2009 in Berlin. This year´s annual report and accompanying video is, therefore, a tribute to the fastest man in the world and his many achievements."

A brand that has speed in its genes like no other certainly needs a business report that passes everyone and that perfectly represents the leitmotif 'Forever Faster'. So this is another world record in PUMA´s very successful business year”, says Timm Weber, Chief Creative Officer at Publicis Pixelpark.

Together with Publicis Pixelpark PUMA has been working on an overall solution that sums up the corporate mission statement Forever Faster: It includes the print edition of the annual report 2017, the invitation to the annual General Meeting and a microsite which is also embedded in the movie "9.58 Seconds".

The world’s fastest man, Usain Bolt, also graces the front page of the annual report´s print edition. It comes in a black and red look and is characterized by an open, spacious design. Grey pages separate the financial section visually from the image part. The chapter openers focus on the PUMA brand ambassadors such as Selena Gomez, Lewis Hamilton, Cara Delevingne or The Weeknd with large black and white photographs.

The ‘fastest annual report in the world’ is available at annual-report.puma.com/2017/en/index.html.