From cheers on the track and field to cheers of a different
kind, Jamaican sprinting champion Usain Bolt was in South Africa recently to
launch his signature champagne.



Widely considered the world’s fastest man, Usain Bolt, the
nine-time Olympic gold medalist who has broken records, is now breaking new
ground in the business world.



He was in South Africa in January to launch a limited
edition champagne in collaboration with champagne producer G.H. Mumm.



Having graced some of the world’s biggest Olympic stadiums,
the retired Jamaican sprinter was at the swanky The Maslow hotel in
Johannesburg, promoting the pink bubbly as it poured endlessly into fluted
glasses. 



As the $45 Mumm Olympe Rosé bottle was being passed around,
all attention was on the world champion.&nbsp;




“In Jamaica, we do this naturally; we mix cognac with
champagne, and it’s something I enjoy. So when we sat down in the first meeting
and we were trying to figure out what direction we wanted to go with for the bottle
and with the drink, I mentioned it and asked ‘is it possible?’ and they said
‘yes’. So for me, that was something I was happy about. When you taste it,
you’ll taste the cognac and together it’s very nice, trust me,” Bolt tells
FORBES AFRICA, aptly marketing his product.



The A-list sports star poses with two bottles, symbolic of
the two years it took to create what he calls a premium drink. 



G. H. Mumm’s Senior Global Brand Manager, Etienne Cassuto,
says collaborations of this magnitude have to be a reflection of authenticity
and teamwork. 



“This is not something we created and said ‘great, put your
name on it, sign it and we sell it’; he created this wine with us and that is
why it is something that is truly collaborative and that is where some brands
get it wrong,” he says.&nbsp; 



“It took a long time to really get to know Usain Bolt&#8230; as
an athlete, as someone who has broken records and who has surpassed everything
in life to get to where he is today. This desire to partner with Usain Bolt,
who is now a retired athlete but still pushing the limit to what he can achieve
and really daring himself to go beyond to find his next victory… that is why
since 2016, we have been collaborating to try and understand how we can build
something in common.”



Bolt, who retired from athletics in 2017, has since pursued
a career in football; he decided to hang up his boots in 2018. 



His short-lived football career saw him play for Central
Coast Mariners, and train in South Africa with Mamelodi Sundowns F.C. 



The Olympic sprint champion says athletes should focus on
building a brand beyond the track.



“In sports, I was always trying to be the best and do things
that have never been done before, it is the same thing in business. You have to
find things that no one has done before… As athletes, you should focus on
trying to build your brand. Try to work hard and try to develop a personality. 



“I think I get sponsorships because I have a personality. I
am different, and I stand out. Develop a personality, a brand that people know,
this is Bolt, this is Simbine, this is Wayde. I always tell Wayde ‘it is good
to be fast and to be great, but if you want to build your brand you have to
show your personality’. People will want you to be a part of their brand’,” he
tells us. 



Akani Simbine and Wayde van Niekerk are South African
athletes.



&nbsp;And Bolt loves South
Africa. “When they called and told me we are launching in South Africa, I was
happy. Last year, I had so much fun. The energy was different. It felt like
home because this is the only place I have been to that I have danced so much.
In Jamaica, we dance a lot, but in Africa, you guys dance. A lot!” he says
joyfully. 



The whole vibe is that of celebration.



“Africa is an exciting market for champagne. African
consumers want more premium goods; they want to really discover new things, new
products, new categories and they want to spend a little more to discover
high-quality products, whether it is luxury or premium goods,” adds Cassuto.



South Africa’s affluent market is no different, and Bolt
attests to that – the man fast on the track and faster with his soundbites.

Tag: Akani Simbine

FORBES AFRICA SOCIAL MEDIA

The Bolt And The Beautiful