Usain Bolt & Elephant Man
After a meteoric rise in popularity over the past year, it would seem dancehall reggae is truly “runnin’ things,” and not just in the clubs and on the airwaves.

To celebrate their sponsorship of The Jamaican Olympic Association PUMA and VP Records have partnered to produce PUMA’s first ever global TV advertising campaign to feature a recording artist.

The 30-second spot, entitled “Stick, Stick, Stick” and set to Elephant Man’s track “All Out,” features Ele and Jamaica’s 200-meter junior world champion runner Usain Bolt passing a relay baton in and out of a Kingston recording studio. The centerpiece of a multi-million dollar campaign, the ad is running in the US throughout the month of April and into early May with heaving rotation during the Olympic month of August on BET, MTV2, Comedy Central, Cartoon Network, Fuel and Spike TV. The ad is also showing in Europe and Asia throughout the year.

To leverage the VP partnership PUMA will also be endorsing VP Recording artists throughout VP’s 25th anniversary year, and has already done promotional campaigns with artists like Ele, T.O.K. and Buju Banton and Wayne Marshall. In addition to this PUMA will continue to support the Jamaican community with several grassroots programs.

“We have been developing this relationship for some time now,” explains Randy Chin, VP Records’ vice president of marketing. “And we’re excited to move forward with Puma to create new opportunities. With VP celebrating its 25th anniversary this year, we obviously hope to capitalize on the momentum our label and our music has been generating, and are confident that we’re in a unique position to do so.”

Stay tuned for more on Elephant Man, VP Records, and VP’s 25th Anniversay…