Sun | Jan 21, 2018

Nissan celebrates Usain with Happy Bolt Day

Published:Sunday | August 21, 2016 | 12:00 AM
Children wearing Usain Bolt Foundation T-Shirts unveil the gold-coloured Nissan GT-R which was handed over to Usain Bolt at the UWI, Mona, in May 2013.
Usain Bolt celebrates winning the men’s 100 metres final in Rio de Janeiro, Brazil, last Sunday.

Nissan is honouring its global director of excitement and multiple-Olympic gold medallist Usain Bolt with a series of activities to celebrate his historic career and 30th birthday today.

The campaign, dubbed 'Happy Bolt Day', will feature integrated content and a fan-led, social media activation. Fans around the world will be invited to imitate Bolt's famous 'lightning Bolt' pose on social media via the hashtag #HappyBoltDay. There is a #HappyBoltDay video and a special message from Usain Bolt's parents, Wellesley and Jennifer.

"Usain Bolt has been pushing the limits and daring to go further his whole career. We wanted to celebrate this special moment in time and find a way to thank Usain for everything he has done for his fans over the last eight years," said Jonathan Adashek, Nissan's chief communications officer.

Nissan also released the second and final installment of its 'Bolt vs Flame' film this week. Released globally across Nissan channels, the video shows the successful culmination of Bolt's attempt to outrun his greatest challenger yet - fire. A two-minute, documentary-style film released in July showed Bolt being challenged in a fictional Fire Research Laboratory to contend against the speed of a flame.


The video, filmed in Bolt's home country of Jamaica, also shows the sprinter driving his custom Nissan GT-R painted in 'Bolt Gold'.

Bolt was named Nissan's global director of excitement in 2012, serving as an ambassador for Nissan's popular GT-R, one of the world's fastest sports cars. The 2017 Nissan GT-R will be launched in Brazil in 2016, making this year the most exciting yet for the Japanese brand in South America's largest country.

The gold GT-R was presented to Bolt at the University of the West Indies (UWI), Mona, in May 2013. Worth approximately $38 million, a press release from Nissan said the "uniquely gold-painted Nissan GT-R features a flamboyant white interior, BOSE audio system and 10-spoke RAYS aluminum-alloy forged wheels. These specially-fitted, hyper-titanium, colour-coated wheels add extra flair to an already bold exterior that is highlighted by an exclusive 'Spec Bolt' emblem".

Bolt arrived at the presentation in a black Nissan GT-R and, in accepting the car, spoke about his affinity for the brand.

"For me this is for special occasions. I have a black one, so I will use that one for moving about," Bolt said. Still, when the time came to move from the Bowl, Bolt was driving the gold GT-R, the black one third in the caravan of vehicles.

He noted that the gold GT-R was done to his dictates. "We sat down and decided what I would want, down to the white interior," Bolt said. And it has been customised in more than its appearance. The Nissan release said "it has been customised to suit Bolt's driving style, based on the data Nissan engineers recorded during his test drive of the GT-R line-up when he visited the company headquarters in October 2012".