In a sequence somehow unthinkable for many, Usain Bolt was beaten - not once, but twice – both times by Yohan Blake.


Those attempting to downplay the shocker as just a coincidental anomaly may be correct from a purely athletic standpoint(time will tell) but are missing the bigger picture – the brand picture. Bolt’s reported US20m earnings last year rest primarily on the confidence vested in him by major brands, Jamaican and otherwise. Whilst the double loss is certainly not a disaster on...

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