Jamaicans, Bolt put Puma in branding fast lane

Sportswear manufacturer Puma did well out of the Jamaican team at the Olympics. After his world record 100-m race, Usain Bolt took off his Pumas and showed them off to the crowd at the Bird's Nest. Bolt and his Jamaican teammates bagged six gold, three silver and two bronze medals, bringing major exposure for the German brand.

Puma sponsored just three delegations at the Olympic Games. But rival Adidas, an official Games sponsor, spent 1.3 billion yuan on 16 teams, including the podium uniforms for China's 100 medalists. China Daily reporter Tong Hao spoke with Jochen Zeitz, CEO and board chairman of Puma, about Olympic sponsorship and the Chinese market.

Q: How did Puma have the foresight to sponsor the Jamaican team and Usain Bolt at the Games?