Optus has signed six-time Olympic gold medallist Usain Bolt to be its new brand ambassador. The Jamaican sprinter replaces comedian Ricky Gervais.
Optus hopes to use Bolt’s popularity in the run up to the Rio Olympics to boost sales, with a new advertising campaign to begin next month around the theme of ‘Relentless Improvement’.
The triple world record holder will star in documentary-style adverts for Optus across television, mobile and online in Australia.
Ben White, acting managing director of products and devices at Optus, said, “It’s no secret that Usain Bolt competes to win. His hard work, fierce determination and unwavering commitment are exuded every time he hits the track.”
The fastest man in the world’s promos will feature a behind-the-scenes video series introducing fans to Bolt’s family and his hometown of Kingston, Jamaica. Released this month, they will follow him as he prepares for the 2016 Rio Olympic Games.