Usain Bolt remains one of the highest-earning athletes in retirement, thanks to his long-standing relationship with Puma and his unparalleled legacy as the fastest man alive. Bolt’s association with Puma began in 2003 when he was just 16 years old, an emerging talent with immense potential. At the time, Puma’s deal with Bolt wasn’t worth millions but reflected a calculated risk on their part. His meteoric rise began after his stellar performance at the 2008 Beijing Olympics, where he secured three gold medals, followed by record-breaking achievements in 2009. As Bolt’s reputation soared, so did the value of his Puma contract—from $1.5 million in the early days to $10 million annually at his peak. Today, even in retirement, Bolt continues to earn $4 million per year from Puma.
Interestingly, the dynamics of sponsorship in athletics have shifted significantly. Today, young athletes are signing lucrative deals much earlier in their careers. A prime example is Australian sprinter Gout Gout. At just 16 years old, Gout has already signed a multi-year endorsement contract with Adidas worth over $6 million, even before fully establishing himself on the global stage. His record-setting performances include a silver medal in the 200m at the World Under-20 Championships, where he ran 20.60 seconds—faster than Bolt at the same age. In the 100m, Gout has been clocked at 10.29 seconds, further cementing his potential as a future star. With the 2028 Los Angeles Olympics on the horizon, many expect Gout to become a medal contender.
Puma’s decision not to pursue Gout Gout raises questions, particularly given the parallels to Bolt’s early career. When Puma signed Bolt, they took a gamble on an unproven talent. After his disappointing performance at the 2004 Athens Olympics due to injury, there were discussions within Puma about ending their association. However, the company’s then-CEO believed in Bolt’s potential and decided to continue their support, a decision that paid off as Bolt went on to become a global icon.
Adidas, recognizing Gout’s talent, has invested heavily in the young sprinter. His contract includes performance-based incentives tied to achievements at the Olympics and World Championships. Analysts predict that as Gout continues to excel, his earning potential will increase significantly, potentially rivaling the most prominent names in sports sponsorship. Adidas had been targeting Gout for over two years and eventually secured him for a global deal, underscoring their confidence in his future success. Currently completing his studies at Ipswich Grammar School, Gout is poised to become a major force in track and field and a magnet for additional sponsors.
While Gout is still at the beginning of his professional journey, his rapid rise has sparked comparisons to Bolt. Whether he will replicate Bolt’s success on the track and in endorsements remains to be seen, but the early signs are promising. As more sponsors recognize his potential, Gout seems well-positioned to become one of the biggest names in athletics, both in terms of performance and marketability.