An Unteachable Quality: Adidas Executive Recognises Usain Bolt’s Signature Trait in Rising Star Gout Gout

Spencer Nel, a leading figure at Adidas, was present in the crowd during the 2013 World Championships in Moscow when Usain Bolt playfully mimicked opening an umbrella, right before the 100-metre final.

Reflecting on that spontaneous moment of theatre, Nel thinks of Gout Gout, the rising star in Australian athletics.

“It started to rain just before the race, and he pretended to open an umbrella,” Nel recounted in an interview with Wide World of Sports. “You can’t really teach that kind of charisma; it’s just something inherent. And I definitely see that in Gout.”

The speed of this young athlete is astonishing, and his charismatic personality is incredibly valuable.

Both attributes will be on display when he competes at the Australian Championships in Perth this week, participating in the under-20 category for the 100m and showcasing his skills in the 200m, his favourite event.

With a sunny disposition, a charming nature, a cool temperament, and a knack for humour, Gout is the embodiment of marketability.

The moment he crosses the finish line in either the 100m or 200m events at the championships, another race will commence: the race amongst photographers clamouring for the best angle, each one clicking away in excitement.

Should Lachie Kennedy claim victory again in the 200m, as he did in Melbourne recently, the lensmen will be eager to capture his reaction.

However, regardless of whether Gout secures the win, every photographer will be vying for his attention. Based on the scenes in Melbourne, this young talent is more than capable of embracing the spotlight.

Sandy McGregor, a notable businessman and majority owner of the celebrated Melbourne Cup racehorse Prince of Penzance, has been thoroughly impressed by Gout, even going so far as to offer him a significant endorsement to participate in this year’s Stawell Gift.

“He’s electric. His celebrations are something else,” McGregor stated.

John Steffensen, a former Australian sprinter, remarked, “He adds a whole new level of excitement. He is the new sensation.”

Nel, who has been with Adidas for 28 years and has led the track and field marketing department for the past 25, has signed a roster of elite athletes including David Rudisha, Tyson Gay, Yohan Blake, Noah Lyles, Haile Gebrselassie, Allyson Felix, and Australia’s beloved Sally Pearson.

Over the years, he attempted to sign Bolt on two occasions, seven years apart, only to see Puma snag him both times—first at the age of 16 in 2003 and again in 2010.

Nel’s first in-person encounter with Gout occurred during the World Junior Championships in Peru last August, though discussions with the young sprinter and his camp had taken place earlier.

Just a couple of months after the world juniors, and while still 16, Gout sealed a multimillion-dollar endorsement deal. In December, just shy of his 17th birthday, he recorded a stunning 20.04 seconds in a 200m race in Brisbane, breaking the long-standing Australian open record set by Peter Norman during the 1968 Mexico City Olympics. He also surpassed Bolt’s fastest recorded time at the same age.

Throughout his career, Nel has only signed a few 16-year-olds, but Gout stands out as the youngest.

When asked what qualities make Gout so appealing in the marketing realm, it’s akin to asking why someone might desire a sleek, red Ferrari.

That said, I posed this very question to Nel, who provided a captivating response.

“Above all, he is an exceptional talent. That’s the primary consideration when scouting for the next generation. The talent has to be there, and it certainly is with Gout,” Nel explained.

“Every so often, a remarkable talent emerges, compelling brands to pursue them. Moreover, you often get to observe how the athlete interacts with others—be it flight staff, hotel personnel, or fellow athletes—which offers insights into their character.”

“Gout exudes a relaxed demeanour and displays respect to others. Observing him in various situations provides a sense of whether they are the type of individual we want to align ourselves with as a brand. He ticks all those boxes brilliantly.”

“There was notable media attention on him during Melbourne’s Maurie Plant Meet; it was the highest interest he’s received to date. I thought he managed it superbly, remaining composed despite feeling disappointment. He took the time to engage with fans for autographs and pictures and congratulated Kennedy afterward.”

The day before the Maurie Plant Meet, World Athletics shared several vibrant clips on Instagram featuring Gout warming up. He donned headphones, moving to the rhythm while bouncing around the Lakeside Stadium track in his stylish grey-green Adidas attire. Soon after, he was dashing about without his shirt, his gold necklace shimmering as he moved.

Whenever he glanced towards the camera capturing his every moment, he showcased his bright smile, flashed peace signs, gave two thumbs up, or simply looked effortlessly cool.

Olympic champion Letsile Tebogo, the 200m gold medalist from Paris, dashed past as he left for the day. Gout cheekily called out, “See you tomorrow, man!” followed by a confident, “Show time!”

Much like the numerous lively clips of Gout that have gone viral on social media, the World Athletics post attracted tens of thousands of views and interactions.

“He is highly marketable,” Nel noted. “As a brand, we’re strategically planning how he will fit into our portfolio moving forward.”

In January, during his two-week stay in Florida with Lyles, Gout took part in his first Adidas marketing shoot.

Additionally, he made a guest appearance on Lyles’ podcast Beyond the Records, where he declared his intent to dethrone Lyles at the upcoming World Championships in Tokyo, leaving the Olympic 100m champion both shocked and exhilarated.

“We have a 17-year-old who is already signed, and this marks the beginning of our journey together,” Nel stated. “Just think about the incredible experiences we’ll capture as a brand over the next decade alongside him. When a talent like this comes along, it’s something truly special.”