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SPIKE
The chairman and chief executive of Puma had signed the charismatic Jamaican as a 17-year-old world junior champion five years previously. He knew, then, just how compelling the teenager could be; what the German did not know was that the new world record-holder would provide the sort of brand exposure that money can't buy, taking off his gold sprinting spikes and parading the Puma logo during one of the most-watched moments in world sport
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