Usain Bolt is so talented his lighting bolt signature pose can easily transform right into the Channel 4 logo. Channel 4 has created a new ident (station identification) using Bolt to promote their coverage of the IAAF World Athletics Championships.
The real winner in this promotion is Usain’s endemic sponsor, Puma, who has created an entire line around the athlete. In the transformation Usain is not only wearing his Puma gear, but he’s even holding his Puma shoes. This type of ancillary content companies get by making deals with pro-athletes is an often underestimated and undervalued element of pro-athlete endorsements. It just goes to show that relationships with major celebrities and athletes can really deliver, and sometimes over-deliver, if their profile is high enough.