During his peak years, Usain Bolt didn’t just dominate the track — he made waves off it too. While he was blazing through 100 meters in 9.58 seconds, his fame exploded, making him a highly sought-after figure for brands across the globe. As his legend grew, many companies vied to associate themselves with the Jamaican sprinting superstar. Among those companies was Nike, one of the biggest names in sports apparel. However, the story of Bolt’s potential deal with Nike didn’t have the fairy tale ending some might have expected.
Back in 2008, Bolt secured his first Olympic gold medal, followed by his record-shattering performance at the 2009 World Championships. Around that time, rumors swirled that Bolt might part ways with Puma, the brand he had been associated with since the early days of his career. Nike, Puma’s biggest rival, was reportedly eager to sign him. Despite all the buzz, the deal with Nike never materialized. Instead, Bolt ended up signing one of the most lucrative contracts in sports history with Puma — a move that effectively buried any further talk about a switch. For years, the real reason behind the failed Nike deal remained unclear. But now, after more than a decade, Bolt himself has shed light on what actually happened.
In a recent interview on the Ready Set Go podcast, where Bolt spoke with fellow sprinter Justin Gatlin and host Rodney Green, the fastest man in history finally addressed the matter directly. Bolt confirmed that there had indeed been discussions with Nike, but those talks ultimately worked in his favor — with Puma stepping up and offering an even better deal. Bolt recalled, “Nike, we had a meeting with Nike — it was after 2012, or just before. That’s the only time we ever spoke with them. But Puma matched the offer, so they made sure I got paid.”
It turns out Puma was determined not to let Bolt slip through their fingers, even if it meant matching whatever Nike offered. According to Bolt, Puma’s then-CEO, Jochen Zeitz, personally took charge of negotiations. Zeitz even flew Bolt and his team to Kenya for a face-to-face meeting, underlining how serious the brand was about keeping him in their corner. Bolt remembered, “Mr. Zeitz, the Puma CEO at the time, flew us to Kenya that year. We sat down and discussed everything. He told me to stay calm and play it cool. They really took care of me, I must say.”
Interestingly, beyond that brief encounter with Nike, Bolt never seriously considered leaving Puma. Over the years, other brands made lucrative offers as well, but none could sway him. For Bolt, Puma felt like family — a relationship built on mutual respect and loyalty.
This long-standing partnership ultimately became one of the most successful brand-athlete collaborations in sports history. In 2013, Puma elevated Bolt’s status even further, signing him to an unprecedented lifetime endorsement deal — the first ever in the history of track and field. During his competitive years, Bolt earned around $10 million annually from Puma. Even after retiring, he continues to earn about $4 million per year simply for being the face of the brand.
Such a deal highlights not only Bolt’s incredible speed, but also his unique marketability. His charisma and global appeal transcended the sport itself, making him a marketing goldmine. Puma understood this early on and never wavered in their belief in him. Even back in 2004, when Bolt’s performance at the Athens Olympics was underwhelming and doubts about his potential started to surface, Puma stuck with him. Former CEO Jochen Zeitz recalled how some questioned Bolt’s future, but Puma stayed confident. “After Athens, some people said he wouldn’t make it, but I was smart enough to sign him — and smart enough not to let him go when he got injured,” Zeitz once said.
That unwavering faith paid off massively. By holding onto Bolt, Puma secured not only one of the most dominant athletes of all time but also one of the most valuable brand ambassadors in sports history. Through their long-term partnership, Puma and Bolt built a relationship that continues to thrive, even years after his retirement.
In fact, Bolt’s lifetime deal places him in elite company. Very few athletes have ever secured lifetime endorsement deals with major brands — a privilege previously reserved for icons like Michael Jordan and LeBron James with Nike. For Puma, Bolt was more than just a sprinter; he was a global icon with charisma, personality, and star power that transcended athletics. Even today, Bolt’s name commands respect, proving that true legends aren’t just remembered — they’re rewarded for life.