Usain Bolt will be jammin’ even more than usual this summer, now that he has teamed up with SOUL Electronics to design two new headphones.
The collaboration with SOUL came from Bolt’s passion for music.
“Nine out of 10 times, when you see him, he has his headphones on,” Gina Ford, Bolt’s marketing and brand manager, says.
Bolt’s input in the design process focused mostly on functionality, color scheme and style, but he was also very concerned with the way the products felt and fit.
“The most challenging area for a headphone is to sound really good yet stay in your ear,” SOUL executive director Len Davi says. “Given the way an earbud seals in your ear, if you lose the air seal, you lose sound quality.”
The SL300 Usain Bolt edition, is an over-ear model with a Jamaican color scheme. The second model is a brand-new in-ear bud designed specifically for athletes.
“Having an earbud fit and stay on when you’re very active creates some unique challenges for audio,” Davis says. “But the product is sweat-proof and designed to be used under the rigors of an athletic, active environment.”
Although Bolt won’t be sporting his new gear at London — IOC rules limit non-Olympic sponsors — he approves.
“The sound is great, and it makes for a great vibe when pumping the music,” he says.
In addition to the new toys, Bolt will appear in the “SOUL of Greatness” webseries in a 30-second spot filmed at his home base and track in Kingston, Jamaica.
Now that’s what happens when you are the world’s most marketable athlete! Gwan wit’ cha bad self Usain!
-ESPN
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