Puma Marks 10th Anniversary of Bolt's World Record with a 9.58-Second Biography

In order to celebrate the 10th anniversary of Usain Bolt's 9.58-second world record 100m race, BETC/Havas partnered with PUMA to create a biographical book in tribute to the athlete. The book, entitled 'The 9’58 Biography' recounts the most memorable events in Bolt's life that led him to break the world record in 2009.

In its 224 pages, the book presents interesting facts from the career of the fastest runner in history, based on research conducted by the advertising agency. But what really makes this work stand out is the animation readers see when they quickly flip the pages, hence the title 'The 9’58 Biography' to reproduce Bolt's 9.58-second run, in 224 frames. A fun way to show that, behind each step in the world's fastest run, there is a long story of effort, dedication, training and sweat.

The '9’58 Biography' was created especially as a gift to Usain Bolt. The sprinter was surprised with a copy of the book during an event promoted by PUMA in São Paulo, in which the brand also launched its new PUMA Hybrid NX shoe. Bolt was moved by the gift as he flipped through the book and expressed his appreciation. 70 other athletes and influencers present at the event also received copies of the book and proceeded to share them on their social networks. 

The project has also relied on the development work and support by Versão Beta – the agency that has the PUMA account in Brazil and is also part of the Havas Group.