I don’t know why, but sometimes when I’m trying to clear my mind from writing and re-writing, I do it by writing about something else. Thus, my thoughts on "world’s fastest man" Usain Bolt:
The second (and final) week of the 2008 Summer Olympics was amazing for many reasons, not least of which was the record-breaking performance of “fastest man in the world” Usain Bolt. But, are his antics after these achievements making him an anti-hero?
It was with rapt attention that we watched Usain Bolt blast through record after record, hardly ever trying, easily winning two Gold medals. And yet, we winced when the showboating and clowning startd. Over and over again, Bolt set us up, just to bring us down, his mocking hand gestures and antics for the cameras sending a clear message—“I’m better than you, and I don’t care.” Bolt’s gold shoes, swagger, and slowing down before the finish lines were all clear indicators: this guy is a star, and he knows it.
By the second Gold medal (and amazing, record-shattering performance), Bolt at least had the courtesy to run full-speed into the finish line. Perhaps even he was curious as to how fast he could run. After the big win, though, the clowning started again—he lays down, then jumps up, then grabs the flag, then starts again with the “I’m # 1!” gestures. Like a gorgeous girl who just shouldn’t talk, Bolt is, left to his own devices, once again devaluing his own brand equity. Every time he taunts the camera, he is creating an exclusive club—a club that only he is fast enough to get into. Why? Because he’s faster than you, didn’t you know? He’s # 1! In fact, not only does he not want you to be like him, but he wants to remind you that he’s special and you’re not. So, while you’re thrilled to watch the oustanding athleticism of a man who has come from nowhere and nothing, you just can’t get as excited for him as, say, a Michael Phelps, or for Kobe Bryant or LeBron James, who at least seemed humbled and honored to be there. You don’t feel the same emotion for him that you felt for Australian Matt Mitcham, who stole platform Gold when he executed a near-flawless dive, then burst into tears upon hearing the words “Matthew, you’ve won the Olympics!”
Nope, none of those moments for Bolt. He comes onto the field knowing he’s going to win, wins, then reminds you that he won.
But, multi-million dollar endorsement deal are not built on talent alone. Ask Michael Vick, or Allen Iverson, or even Terrell Owen, or Bolt’s showboating predecessor Maurice Green. Athlete’s bad behavior doesn’t sell cars, or watches, or even the athletes themselves. What Bolt didn’t know, and what he obviously started to realize halfway through the week, (doubtless with the help of his brand-new agent or representative), is that, these days at least, swagger doesn’t sell, and that a real, multi-million dollar endorsement deal-having athelete represents an inspirational, aspirational brand—an inclusive brand. Namely, Tiger Woods’ success makes us want to be better—not better golfers, but better parents, better co-workers, better people. Michael Phelps’ eight gold medals make us want to do better at the gym, or stay a little later at work, or maybe just be a little nicer. Same is true of Bruce Jenner, Carrie Strug, Mary Lou Retton. Overall, you must admit that the United States does a great job of branding its sports stars. Whether or not they started out that way, our stars (the successful ones at least) are humble—they know how priveleged they are, and they want to be leaders. They are sportsmanlike. They say things like “this has been one of the greatest experiences of my life, and I’m so grateful.” They do not make “I’m # 1” gestures into the camera.
To be certain, it was interesting to see Bolt burst onto the scene last year, with his odds-defying stride and his gold shoes. But, what was the most interesting was how, halfway through last week, somebody obviously sat him down and explained that in order to get the big money deals, you not only have to run fast, but you also need to play the brand game, where he (thusfar at least) was failing miserably.
Case in point: his third gold medal (the 4X100 relay), mid-week, Bolt is about 50% less showboat. He’s a team player, excelling not only in the third leg of the race, but running alongside anchor Asafa Powell (whose record he had just broken), cheering him on along the way for another record-breaking Gold medal. Sure, he and his teammates jumped around like idiots after the win, but at least by then Bolt had stopped with the annoying hand signs and “in your face” body gestures to the other countries. From a branding perspctive, this Bolt is a huge improvement over just a few days before.
Obviously, the PR machine for famous athletes is now in motion, because after this race, you barely see him. He does not give the traditional “one on one” press you’d expect of an athelete this famous. Instead, he donates $50,000 to victims of the earthquake in China, appears at a “donation ceremony” for a photo op with quake-affected children, where he also invites them to come to Jamaica. He makes a statement ‘through his rep’—“Usian Bolt is honored to have been here this week.” As far as we can see, he stops being, well, himself. The re-branding has begun. Hey, it worked for Kobe, after the non-stop fueding with Shaq and the lack of focus on team-playing, not to mention the sex scandal. Why couldn’t it work on this guy? We’ve forgotten worse.
Next up: I predict a New Yorker profile of Bolt’s hardscrabble childhood in Jamaica, and how he knows he has “a lot to learn to be a great athlete.” First talent, then branding, THEN the big bucks.