I was on the phone with a friend a few nights back when they nearly deafen me as they yelled, “Bolt is on TV”!
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Yes, Usain Bolt is staring in several 30 second television commercials as part of Jamaica’s “Once You Go, You Know” tourism promotion.
Usain Bolt, Promoting the Jamaican Brand
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I was able to catch all three commercials on CNN.
The first commercial features Bolt running throughout Jamaica, but does not make much progress because he pauses to take in the view after every few steps.
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In “Speed,” the second commercial, he runs past a series of landscapes to the song “One Love”.
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And in the third, called “Pose,” a series of everyday Jamaicans imitate his famous “lightning bolt” pose.
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The budget for this endeavor was $US1.5M.Our patriotic hero did not charge a penny for his involvement.
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So, I know this swells our pride on both our Island and our hero.
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Take a look at the finished product, invite your friends to take a look see, and share the impact you think these spots will have on Jamaica’s tourist industry.
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I have a surprising observation, which I will share next week.
Don’t want to bias you.
So, click on the comment section below and let me hear from you!
This was a high week-end in Washington DC as we celebrated the achievements of folks of Caribbean heritage who are contributing to the richness of American life.
This is the 16th. year of this awards ceremony coordinated by the Institute of Caribbean Studies.
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Usain Bolt was honored with the Vanguard Award for his phenomenal accomplishments in sports. Usain was in Mexico for a previously scheduled event with the IOC.
His main ambassadors represented his presence. Mom and Dad Bolt and his manger Mr. Norman Peart represented our hero.
Usain Bolt, the 2009 Vanguard Award Recipient.
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I was privileged to spend a few hours in an intimate gathering with some track and field die-hard fans to relive Usain Bolt’s major achievements over the last few years. To sweeten the experience, the guest of honor were the Bolts and Mr. Peart!
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The atmosphere was filled with joyful anticipation. The closest event I could think of to give you a sense of the mood of the occasion was meeting with Mary and Joseph after Jesus had fed the 5000. Even so, there was no trumpet blare when they arrived. If it was not for the give away resemblance of his dad, I would have missed their entrance.
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Wellesley and Jennifer Bolt are graciously humble folks who are still trying to put context to the Cinderella-like life they have experienced since their famous son bolted unto the world scene. His dad shared that he still pinches himself when he is settling in in some swank hotel in his many travels. They are pretty determined to stay grounded and remain contented in the district of Sherwood Content, Trelawny. He runs a meat store but the increased travel disrupts the store’s routine.
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Our kind host set the mood for a great afternoon. The food was delicious and the conversation was easy with these charming folks.
Both parents were athletes, thus explaining the multiplying DNA effect.
They shared his nickname, VJ, which he only answer from those he knows. His dad find himself calling Bolt, well Bolt as others usually address him.
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His mom remembers the determined toddler of two wanting to go to school. She agreed and he was off and running. At age five his marvelous speed was discovered. They remember his only loss, his first visit to national champs. It was a case of country boy go to town, and getting used to the logistics of the bewildering event. He vowed that would never happen again, and so we have witnessed.
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His folks were comfortable enough to share about his religious faith. His mom is a devout Seventh-day Adventist, but Usain had to make a decision about his athletics future given that most competitions are on Saturday.
His coach continues to support his faith development in the Baptist tradition. Along with this issue, the luring of the females is a major concern for mom. Mom remember being in Florida when the car accident in last April occured. Her heart was only comforted knowing that dad was there to take care of business. Dad continues to have significant influence in guiding their famous son.
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Our host then fired up the multi-media system taking us back to 2007 where his world coming out race occurred. The crescendo of stomping, screaming, and singing of the national anthem filled that living room. It was great getting the color commentary of the Bolts as they retold the details surrounding each event. The recordings were replayed repeatedly to squeeze every sentiment out of each event.
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When asked which was their most memorable event, they shared in synchronicity the 200 meters race at the Olympics. Mom was confident that he would break the world record, while dad had his reservations given that he had just recently been depleted by the emotions of the historic 100 meter record.
Wellesley and Jennifer Bolt with Chris Daley
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Well, the work of ambassadors are tireless. As the darkness fell, they were off again.
Let us remember this fine family in our prayers that they will have the sustaining energy to support their famous son, especially during these limelight years.
After more than half a million votes from AM readers, AskMen.com has the answer, and it’s on our list of The Top 49 Most Influential Men of 2009. The men of the Top 49 span multiple industries and countries; through their achievements, both personal and professional, they have inspired everyday guys in a variety of ways. They’re the men we look to as role models, and history will remember them as those who best embodied the way men aspired to live in 2009.
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Usain Bolt’s phenomenal achievements on the track made him an obvious choice for the 2009 Laureus World Sportsman of the Year award, and the runner earned a number of prestigious honors from his native country as well. In September, Prime Minister of Jamaica Bruce Golding announced that the champion sprinter will receive the Order of Jamaica, making the soon-to-be titled Honorable Usain Bolt the youngest recipient ever of the Order.
The recognition of the spectacular performance of our athletes in Berlin began last week.
Our global star is being honored with a lofty title and and a highway being renamed in his honor.
Usain Bolt & Prime Minister Golding
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Both these honors certainly affirm Bolt’s standing in the local community. However, Bolt is clearly the driving engine behind the global brand. The current posture does not allow much leverage except for social proofing.
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There is another means of exercising additional leverage. Here goes:
Make Hon. Usain Leo Bolt an ambassador at large with specific portfolio to China.
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Ambassador-at-Large is a Diplomat of the Highest rank and/ or a Minister who is accredited to represent his country. But unlike the Resident Ambassador (who is usually limited to a country)and/or embassy, the Ambassador-at-large is entrusted to operate in a Region or sometimes a seat of international organizations like the United Nations . In some cases an Ambassador at Large may even be specifically assigned a role to Advise and Assist the Government in particular issues. Historically, Prime Ministers have designated special diplomatic envoys for specific assignments, primarily overseas but sometimes also within the country as Ambassadors-at-Large.
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Why China?
Jamaica needs to develop an Asian presence given the diminishing tourism dollar from the west.
Bolt already has star power in China following his Olympic historic performance.
Yellow yam could find a ready export market.
Mandarin patois would be funny as hell.
Seriously, the Chinese youth are looking for ways of busting out of their rules-based, regimented country. Jamaica’s expressive culture could provide an alternative to the suspected American culture.
The internet provides an inexpensive means of building bridges between both cultures.
This service would give Bolt a new platform to conquer and a more diverse global network.
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So do to think that is out of the box idea is for the bird. So what is your idea?
Usain Bolt is not only rewriting records, he is overshadowing historical personalities such as Jesse Owen .
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And let me add, modifying nursery rhymes . Try this one on for size.
And bionic Bolt stands alone.
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Yes Usain Bolt owns the world stage.
No Phelps, no Woods, no Federer, no Williams sisters, no LeBron James, no Kobe, no Tom Brady!
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The Germans, who hosted this summer’s track and field top event, seized on the opportunity to erase the memory of Hitler at the 1936 Olympics by donating a 3 ton piece of the wall, the smashed wall .This symbol of division is now redeemed into a symbol of honoring the bionic Bolt, a means of immortalizing Bolt’s magnificent feats. They too appreciate the enormous scope of his achievement.
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The New York Times produced a powerful graphic to put Bolt’s achievement into historical perspective. Take a look.
In addition, sports medical science are trying to understand how a 6 ft. 5 inches guy can take 41.5 strides in his 100 meter dash.
Superbowl champion wide receiver Hines Ward muses about seeing Bolt in the American football game.
The minister of Tourism Bartlett wants to leverage Bolt’s flamboyant presence to bolster the tourism economy.
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Bolt is clearly a multiple generational phenomena. Jamaica is extremely blessed with Bolt being in our family. We need to take a larger strategic look on how we can multiply the positive impact of Bolt.
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The leverages to date has been focused on external implications. We look at his physical accomplishments , beat our chest, rerun the events, and through our national pride further the storyline.
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Let me suggest an additional component to make us reap even a richer blessing from his presence.
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Let’s face it. Our young men are in trouble. Strong role models are needed to provide a positive influence. Bolt is not only physically blessed, he has a mental toughness, and focus that are important ingredients in developing social intelligence. This is an enormous responsibility to place on his shoulder, but his promotion of clubs like Scouts, or other male-oriented institutions could provide a renaissance to these character building groups.
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How about a series of public service announcement with the Governor General promoting the ” I believe in Jamaica “ theme.
Would it be great to see Bolt and the entire track and field team promoting farming as a career choice for the young ?
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Well, I know you have your own thoughts. How can Bolt be used to transform the Jamaican community beyond his athletic prowess?
My question as to the management of Bolt from last week remains.
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As to the et al, you Penn relay fans excitement is building as you get to see who will be the next Bolt. Another element of this drama will be the unspoken rivalry with the US kids.
The best American track and field athletes will work hard to surpass the Jamaican youngsters who are in high gear after the recent Boy and Girls Champs meet.
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I have an interview planned with a veteran of this meet to share with you next week. For those who may consider making plans to attend now, here are some contact info.
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For tickets, call (888) PENN-TIX (736- 6848). To get information on meets, participating teams and previews of the big races, visit www.thepennrelays.com online.
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Are we extracting the maximum leverage from our athletic genius?
Usain Bolt recently did an interview with the Bild Newspaper of Germany.
The early reports I have read are focused on his report of trying weed as a youth exclusively.
I decided to spend a few minutes on the web to explore this story at it’s source. I took a segment of the extensive interview and did a machine translation. Let me share with you what 5 minutes of effort produced. You will have to read between the lines to fully appreciate the context, but I know I share this space with thoughtful folks.
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Usain Bolt: I want to become a legend.
Bild: Mister Bolt, explain us please: Why are 2.8 Mio Jamaikaner so fast and 80 Mio German so lame?
Usain Bolt : We work hard. Here all revolves around sport. We have extremely strong west African genes. Since the slavery, we try to win every day and to improve ourselves. We develop always further and give never up.
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Bild: The German sprinter Tobias Unger said after Olympia that they make fun of the entire world. It moved you therewith into the vicinity of performance drugs.
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Usain Bolt: Such statements do not bother me. The people can say, what they want. I know that I am clean. Only that count – not what others think. I so often am tested. In the Olympia year 30- or 40-times. I am clean!
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Bild: What do you know of Germany?
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Usain Bolt: I know only that the German beer of dear. I was once with Dr. Müller welfare in Munich and let me treat there. There I did not see that the people drank already beer to the breakfast – the small glasses, but rather the giant Dinger. That was incredible!
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Bild: In Olympia 1936, Jesse Owens got four times gold in Berlin. Do you step in the World Cup in the same stadium into its footprint?
Usain Bolt: I know Jesse Owens. But very honestly: The past does not especially interest me . I live in the present, I have own goals. I want to become a legend! I want to bring my sport on another plane and develop further for everyone, that will come after me.
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Bild: How one becomes the legend
Usain Bolt: Very simply: You must stand always at the tip and must bring Top achievements. Not only for a race – many years long. One highly must hold the level. Always and again and again.
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Bild: Who are the largest sports legends for you?
Usain Bolt: In any case a soccer player: Maradona and Pelé. Those are legends for me.
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Bild: Do you love something more than to win?
Bolt grins, distorts the eyes and answers not.
Bild: Thank you very much, we know on what you just think!
I will be looking to get a better translation for the sensitive portion of this story. However, I want you to to follow the various reporting you will see on this story and use this as a case study on how reporters slice and dice and give emphasis to a view point they are trying to represent.
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Given that we Jamaicans have so much emotional investment in Bolt, is he being managed well?
The U.S. track team is challenging Usain Bolt to a series of races.
Doug Logan, the CEO of USA Track and Field, has proposed a home-and-home track series this year between sprinters from America and Jamaica—the home of the world-record holder in the 100 and 200 meters. The US is looking to create a redeem team of sprinters, and the Jamaican team is the only obstacle.
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The Bolt handlers have declined the offer as of this post.
Track fans were really goosed by the athletic dominance and personality of Bolt at last year’s Olympics.
Do we have to wait till 2012 for a rematch?
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Heavens no!
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Saying yes to this challenge would be a great stimulus jolt to the Jamaican economy.
It would have Bolt spanking these guys again, giving the local folks a look see at a local hero.
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This reminds me so much of the Ali/Frazier/Foreman events during the golden age of boxing. These guys captivated the world and catapulted them to the rank of legends. It was also the coming of Don King, with his engaging personality and dealing style.
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If track and field is going to capture the imagination and loyalty of a world wide audience, these types of events are a must.
Bolt’s mom: Usain, You have to take the call. This is his 8th. call for you today!
Bolt: Okay, I guess I must.
Taking the phone
Bolt: Hey dolphin, great hearing from you!
Phelps: Hey Lightning! Been trying to reach you mon. You heard of the trouble I got into?
Bolt: Yes man. What were you thinking?
Phelps: I got some of that stuff from your country?
Bolt: Not from my country. I offered you my secret sauce, but you remember what you did. You laugh at me. So who is laughing now?
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Phelps: You right! But how about those Rastas?
Bolt: Look, there is no reformed movement among the rastas. So do not believe the rumors of the country making you an honorary citizen.
Real Secret Sauce
Bolt: Truth me known, I would check out some jamaicaneats to get ready for 2012. You will not find any “special” oregano recipes there if you know what I mean.
Bolt: Do you remember when the IOC lost his cool with me sharing a little personality?
Phelps: Yes, so sorry I did not support you then.
Bolt: That’s okay. No hard feelings. Hope you will pull through this rough patch.
I have been busy doing some good things.
Your ex president Bill Clinton wants to meet with me to see how we can support his foundation activities.
I have accepted a piece of beach front property to get a place to chill in the off season.
I have been trying to motivate some of our youth as I participate in an auction for my sneakers.
Land signing Sneaker Auction
Phelps: This is great of you. Thanks for the fine example. I am from Baltimore and my city can use my positive modeling.
Bolt: No problem man. Let’s use our celebrity to inspire in a positive manner.
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Personality can open doors, but only character can keep them open.
by Elmer Letterman
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What advise would you share with Bolt to help him maintain his positive image?
