A Bolt for Puma

I am curious.
A minute before the 100m track event was to begin at the Beijing, what was going through the heads of Puma, Nike and Adidas executives? To be more precise, what was going through the minds of those executives who had signed up Usain Bolt, Asafa Powell and Tyson Gay to promote their brands?

But I bet 10.69 seconds later, the Puma executive would have been agape at what had just happened. Bolt, who only began running the 100m about 15 months ago, had run a 9.69 second race to become the world's fastest man. Bolt also gave his shoe company a free advertisement when he took off his golden coloured boots to kiss and wave them around.

Reportedly, however, the company failed to bombard our screens with congratulatory ads. Very unlike Speedo which hosted a congratulatory party for all the swimmers once the events were over.

When asked about the lack of congratulatory ads, Puma's chief marketing officer Antonio Bertone said, "When you do congratulations ads, are you doing it for Wall Street or for the consumer?"

So did Puma lose a market opportunity? Or will Bolt's raw charisma be enough to rev up their market profile and rocket sales?

NB:
Sujoy, this is more up your lane: why not write a guest entry here on this ? :)