Ever wonder how Usain Bolt continues to rake in money even after retiring from competitive racing? A quick look at his social media will reveal that he’s still cashing in on brand endorsements. But why wouldn’t he? Bolt’s relationship with Puma began in 2003 when he was just 16. Back then, Bolt was on the cusp of stardom, and Puma took a calculated risk by signing him to a contract. But while the deal wasn’t initially worth millions.

After dominating the 2008 Beijing Olympics with three gold medals and shattering world records in 2009, his brand value skyrocketed. What’s even more ironic is that today’s 16-year-old athletes are signing contracts worth more than what Bolt started with! When Bolt first inked his deal with Puma, it was worth $1.5 million. Over time, as he cemented his place as the fastest man on the planet, his contract soared to $10 million. Fast forward to today, and Aussie sprinter Gout Gout, a rising star, has already secured a multi-year deal with Adidas worth over $6 million—before even reaching the peak of his career. It’s a huge amount of money for someone still in the early stages of their professional journey, but Adidas sees something special in him.

Gout has already become the focus of attention in the field of sprinting. The Queensland Teen is already in line with Bolt and is one of the most talented track athletes in the world. He won a silver in the 200m at the World Under 20 Championship and even set a record for his age, running 20.60 seconds faster than Bolt was the same age. In addition, he has been timed at 10.29 in the 100 meters and is expected to win medals in the coming 2028 LA Olympics.

Now, each time you hear Bolt, a Puma athlete, he signed a $10 million a year deal with the shoemaker in 2013. Even after retirement, he is paid a cool $4 million per annum to endorse Puma products. At the same time, Gout is making good money now and it’s shocking to realize that it only took Bolt many years to achieve that level of success and endorsement. So who do you reckon is already milking the next big thing in sprinting? But at the same time, in Usain Bolt’s life, there came a time when Puma was about to say goodbye to him.

Why Puma didn’t choose Gout Gout like Usain Bolt?

Puma’s future with Usain Bolt in 2004 could easily have been different and there was no guarantee that the young sprinter was going to become the icon that he is today. In an interview with CNBC in 2013, the former Puma Group Chief Executive, Jochen Zeitz said that Bolt had nearly been let go after performing dismally at the Athens Olympics as the company doubted his dedication and hard work. Bolt, who was only 18 at the time of the event, had come to the Games having successfully set down a record as the first junior sprinter to complete the 200m race in a pace of 20 seconds or below.

However, a leg injury resulted in Bolt’s early elimination in the heats. However, this did not deter Zeitz who despite the signs opted to continue with Bolt betting on his talent. About this, the Chief Executive reflected, “If he gets a good coach, he can do miracles,” and the company decided to remain loyal to him to provide more assistance.

Fast forward to today, and Gout Gout is also treading the same route. But why didn’t Puma go after the supposed ‘Bolt 2.0’? The Aussie signed the contract during the Junior Athletics World Championships in Peru after which Adidas emerged victorious over its big competitors such as Nike and Puma to clothe the Aussie star. Though still at School and completing his Year 12 at the Ipswich Grammar School, his earning capacity is already on the rise and some analysts regard his assured annual returns as just close to $1 million.

This is well illustrated in this deal which is only the beginning towards achieving a potentially massive career for Gout. There are other parameters for him to earn more than what he earns now; he is paid based on his contract that contains performance incentives for the Olympics and the World Championship meaning that should he keep on excelling on the track then he could stand a better chance at earning better pay.

Adidas has been targeting him for over two years, and they have signed him up for a global deal that indicates that they expect a great future from him. As more sponsors come through, it appears Gout has merely begun his rise, the man may soon match the biggest athletes on the globe in terms of sponsorships. How do you see Gout’s career panning out in terms of the sponsor side of things? Tell us in the comment section below!