A New World Of Athletics, Ignited In Melbourne
The world’s greatest athlete, Usain Bolt, will compete and captain the ‘Bolt All-Stars’ in a new sports entertainment series set to revolutionise global track and field.
A high energy, team-based competition, Nitro Athletics will see the stars of Australian and international athletics compete across three nights of blockbuster entertainment at Melbourne’s Lakeside Stadium in February 2017.
Nitro Athletics Melbourne will feature six teams of 24 athletes (12 women and 12 men). Teams will come from Australia and internationally and will be announced in the coming weeks.
Nitro Athletics will be like no athletics competition seen before and will not just feature traditional events – this will be a different spin on traditional athletics and will include a mix of power, endurance, technique and teamwork disciplines across sprints, distance, field and para-athletics events. Mixed events and relays will also feature in the Nitro program as team’s battle for points and the Nitro Athletics Melbourne crown.
Nitro Athletics Melbourne is supported by the Victorian Government, will be broadcast live on the Seven Network and will be staged on Saturday 4th and Thursday 9th, with a final on Saturday 11th February.
Night one and the final of Nitro Athletics Melbourne will feature the same program with the Thursday night program offering a selection of alternative events.
Nine-time Olympic gold medallist and 100m and 200m world record holder Usain Bolt said Nitro Athletics was the concept desperately needed to take athletics into the future.
“This will be track and field as it’s never been seen before and that’s why I’m involved, not only as a competitor, but also as a team captain,” Bolt said.
Bolt, who has never raced in Australia, is looking forward to building his team and returning in February for the three-meet Nitro Athletics Melbourne series.
“Nitro Athletics is what track and field needs – a fresh way to present the sport and I can’t wait to be back in Melbourne to share Nitro Athletics with the fans in February,” Bolt said.
Athletics Australia President, Mark Arbib, a driving force behind bringing Nitro Athletics to reality, said the new version of athletics will aim to excite existing fans, whilst taking the sport to new audiences.
“Nitro Athletics is the sports entertainment product track and field needs to move athletics beyond the existing format of one day athletics meets,” Arbib said.
“Nitro Athletics will be the catalyst that will change how athletics is presented. It’s a game-changer for athletics and Athletics Australia. We want to start the global reinvigoration of athletics right here in Australia.”
“The fact that Usain and his team are so enthusiastic about the concept shows how important bringing athletics to new audiences is to Usain. We are thrilled that he is with us,” Arbib added.
Athletics Australia Director and 2006 Commonwealth Games 400m champion John Steffensen said Nitro Athletics will attract global attention.
“Every show needs a headline act and the headline act of Nitro Athletics Melbourne is the biggest name in all of sport – Usain Bolt,” Steffensen said.
“Nitro Athletics Melbourne will attract global attention – in the 210 plus countries that participate in athletics and where Usain Bolt is a mega star.”
“There’s a simple reason for that,” Steffensen added, “No other sport has an athlete like Usain Bolt. He’s the fastest human on the planet.”
Victoria’s Minister for Tourism and Major Events Philip Dalidakis said the revolutionary event is a major coup for the sporting capital of the world.
“Visit Victoria, our new tourism and major events organisation, has just secured arguably the greatest track athlete of all time, exclusively here in Melbourne,” Mr Dalidakis said.
“Nitro Athletics isn’t just a great new idea and a stunning spectacle, it’s going to be another big boost to Victoria’s economy.”
“Visitors will travel from all over Australia to see Usain Bolt – the nine-time Olympic gold medalist and the fastest man in history – which is great news for our local hospitality industry.”
Further details on the Nitro Athletics Melbourne program, team and athlete announcements will come in the lead up to the event.
Tickets for Nitro Athletics Melbourne will go on sale shortly, with sports fans able to register for tickets now at www.nitroathletics.com.au
]]>Rihanna Named Global PUMA Ambassador
India, 18th December, 2014 – Today, PUMA and Global Cultural icon Rihanna, announced a new multi-year partnership, kicking off in January 2015. Rihanna will become PUMA’s global ambassador for Women’s Training and serve as the PUMA Women’s Creative Director, bringing her styling sensibilities and innovation to PUMA’s collections. Embodying everything that PUMA stands for, Rihanna’s unstoppable spirit, creative energy and prowess both on and off the stage, make her the perfect representation of the PUMA brand.
Through this partnership, Rihanna will be the face of PUMA’s Women’s Training category. Fans can anticipate PUMA and Rihanna taking a fresh, forward thinking and non-traditional approach to sports, fitness and lifestyle – fusing Rihanna’s personality, love of sports, spirit and style into the growing footwear and apparel segment. No stranger to breaking the mold with beauty, fashion and lifestyle trends, Rihanna, with PUMA’s support, will bring her personal touch and creativity to the athletic world.
Rihanna will also assume the role of PUMA’s Creative Director for the category, directly influencing product collections as early as 2015, and working in partnership with PUMA’s Internal Product Creation team. These collections will be designed with the goal of strengthening women in training sessions and beyond, and inspiring confidence in their bodies and themselves – the exact confidence for which Rihanna is so well known and celebrated. As part of her role, Rihanna will work with PUMA to design and customize classic PUMA styles as well as create new styles to add to the PUMA product portfolio.
Speaking about the new partnership with PUMA, Rihanna said: “It’s great to find a brand that celebrates strength and individuality. I couldn’t think of a more perfect partner to collaborate with as a creative director. I’m excited for you to see what Puma and I come up with.”
Rihanna will play a starring role in PUMA’s brand campaign, Forever Faster and be featured along with many of PUMA’s world-class athletes such as Usain Bolt and Sergio Aguero. PUMA and Rihanna will launch several fan activations throughout the partnership around the world such as consumer and retail events, training and fitness related social media content, and product programs.
Bjørn Gulden, CEO at PUMA commented: “Signing Rihanna is a fantastic step for PUMA. Her global profile, her charisma and individuality, her ambition – all these things make her a perfect ambassador for our brand. She also aligns perfectly with the values PUMA strives for: to be Confident, Brave, Determined and Joyful. With a strong portfolio in football, running and motorsport, finding an inspiring partner for women’s training was very important. Rihanna was a natural choice for us. We’re delighted to have her as a partner, and we’re looking forward to what’s to come.”
Adam Petrick, Global Brand & Marketing Director for PUMA said, “Rihanna brings joy to audiences around the world but also ignites and awes. PUMA admires her for never waiting for the next big thing, but more so for driving what happens next – in fashion, style, music and soon to be – sports. We can’t wait to empower women worldwide with Rihanna – she demonstrates a body confidence and determination that is the exact representation of the PUMA Woman.”
Anxious to learn more? Follow PUMA and Rihanna’s journey on Instagram (@PUMA and @badgalriri), Twitter (@PUMA and @rihanna) and Facebook (facebook.com/PUMA and facebook.com/Rihanna) and online at www.puma.com and www.rihannanow.com.
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