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LIME signs Jaheel Hyde to attract youth

Published:Thursday | February 26, 2015 | 12:00 AMNevada Morgan Wright
Redwood (right) and Hyde

Jaheel Hyde: LIME's line to youth

World Junior 400m hurdles champion and World Youth Olympic 110m hurdles record holder, Jaheel Hyde, has become the newest and youngest brand ambassador to represent the oldest telecommunications provider within the Caribbean, LIME.

The multifaceted athlete who attends Wolmer's Boys' High School has joined LIME's other endorsers already signed to the company such as dancehall artiste Konshens and comedians Ity and Fancy Cat, Donald Anderson and Pretty Boy Floyd.

"We will be using Jaheel in our various advertising, promotions and also in other activities that we will use to connect with young consumers as well as fans of athletics and football," said Carlo Redwood, vice-president, marketing, LIME.

He outlined that Hyde will not only be used in their sport promotion, but in other activities that are aligned with young people.

Redwood also pointed out LIME's main reasons for signing Hyde as their company's brand ambassador.


'significant talent'


"We find him to be a significant athletic talent for both football and athletics, but certainly we see him as a potential World champion in athletics. His attitude and his intelligence and the fact that, after performing so well in football and track and field, he is still doing well in school, making it into sixth form," he said.

Redwood, though, noted a limitation to Hyde's contract.

"The only restriction for Jaheel Hyde is that he should not be interacting with any other telecommunications brand in Jamaica; in terms of sponsorship, promotions and advertising," he said.

The bulk of Hyde's sponsorship support will go towards his training costs, his overall development, physiotherapy, his management team, as well as his education.

LIME does not have any other brand ambassador currently signed who is involved in sports. Their most recent sporting brand ambassadors were former 100 metres World Record holder Asafa Powell and former World 100m champion Yohan Blake.

Mr Redwood concluded that they worked with Jaheel Hyde on the Youth View Awards campaign, which was a huge success.