-How PUMA put the smack down.
The images are everywhere on television and online of Usain Bolt wearing the Theseus II spikes by Puma. It serves as a painful reminder to the executives of Nike and Adidas that they have been beaten.
The first blow was the sight of Li Ning, China's former Olympic champion gymnast, circling the roof of the Bird's Nest stadium to light the Olympic flame wearing his own line of shoes. Bolt hammered the second blow.
Bolt created an iconic moment as he crossed the line and held up the Theseus II as he circled the stadium while basking in the crowd praise. The world will remember his gold shoes, golden laces, and golden upper and soles.
Not only that. Bolt won the most highly anticipated 100-meter race in modern history. The results are legendary.
Three gold medals. Three world records.
PUMA received more value without spending nearly as much money as Adidas (reportedly $200 million) and Nike. Adidas star athletes in Beijing were: Jeremy Wariner, Tyson Gay, Yao Ming, and Veronica Campbell-Brown.
Nike tried to make some noise in Beijing with LaShawn Merritt, Sanya Richards, Asafa Powell, and Liu Xiang. But no one shined as bright in Beijing as the 6 foot, five sprinter.
The Jamaican national team is sponsored by PUMA, but Bolt is only athlete who is individually signed to PUMA.
PUMA not only has the hottest track superstar on the planet, it has soundly beaten Nike and Adidas in the shoe war.
By Jay Hicks.