Usain Bolt: A New Kind of Champion

The focus of many commentators, reporters and other athletes regarding Usain Bolt has been (apart from his speed) his colourful personality. He has shown us all, not a just a new way to finish a race, but a new to start one.

The old school athletics dripped with aggression, intimidation, bravado, over-seriousness and an insular kind of focus that now palls in the face of Usain's joy, mischievous spirit and relaxed inclusive approach. It even seems to have rubbed off on Asafa Powell - and helped!

When the Americans were dominant (and they can still run - don't get me wrong) we looked on as they grimaced intimidatingly in the pre-race warm-up ritual (as demonstrated by Gay's stony display at the IAAF World Championship 100m final). And the finish? Well an American victory meant there was shouting, ripping off of jerseys and showing off of abs and the dominant alpha-dog posturing (mainly among the men) that made us just that much more grudging of their success.

Now Bolt showboats like nobody's business, but one wants to celebrate with him - not grudge him. Mind you, the massive gap between himself and his nearest competitor helps justify his exuberance - but that's the point - we are not intimidated by his approach, just his performance and ability. We are entertained by his approach rather than insulted.

Now more than ever, Ato Bolden's (NBC commentator) and Jacque Rogge's (IOC President) admonition of Bolt's celebration after his record breaking Olympic performance, seem petty, even irrelevant. As it is, some seem to think that NBC is now ignoring Bolt. Sour grapes?

The other side of course, is that Bolt is a sponsor's dream. Indeed, he has all the players in the track and field industry salivating at his marketability and pulling power. He fills stadiums and his personality can, will and has sold products (take note of the Bolt Arms). Whether we like it or not, money talks, and as long as Bolt being Bolt keeps the cash registers ringing, everybody will be happy, except those losing to him, and even then. But one can well imagine sponsors pressing the networks, media houses and governing officials to let Bolt do what he does best for the sake of the bottom line.

There is no doubt that Bolt is more than the best thing that happened to Jamaican athletics - he's the best thing that happened to athletics, period. He is doing for track and field what Michael Jordan did for the American NBA franchise and what Tiger Woods has done for golf. And like all products (and Bolt is fast becoming a brand) there are competitors.

It wouldn't be unreasonable to assume that some shoe brand or country or track club with the resources, is now scouring every corner of the earth to find a six-foot five sprinter. Every Britney Spears needs a Christina Aguilera. Every Coke needs a Pepsi. Every Nike needs a Puma. Will they find Bolt's Federer? Michael Johnson suggested during the IAAF coverage, that another like him wouldn't appear in his (Johnson's) lifetime.

Perhaps we should just sit back and enjoy the show that we have all been privileged to see.