With an integrated use of social platforms like youtube, Facebook, and Twitter, Puma is spreading a viral initiative revolving around Usain Bolt, that the other day shattered a world record again, running 100 meters in 9.58 seconds at the 2009 Berlin IAAF Athletics World Championships.

Usain Bolt

As Puma’s viral video says, “it all happened in Beijing back in 2008. Bolt broke the world record for the 100m dash. In his excitement he raised his arms and pointed them to the sky. Like one of those Hercules-shooting-a-bow-and-a-arrow-statues you see in a museum”.

Since then the pose has become a Bolt’s trademark, requested by fans and media whenever and wherever the athlete goes, over and over again, “39,743.5″ times so far (as stated in the video).

“Puma has worked for the last year to develop a solution to this problem”: the Bolt arms!

The arms have been banned from the stadium in Berlin and now Puma is asking via Twitter to fans if anybody managed to “sneak” them inside.

Enjoy the video below but especially the great idea itself and the integrated use of social media.

Alessandro

The Bolt arms: click to watch the press conference