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Nissan challenges fastest man on Earth, Usain Bolt, to take on his toughest competitor yet

Nissan challenges fastest man on Earth, Usain Bolt, to take on his toughest competitor yet


  • Bolt is the Japanese brand’s Global Director of Excitement
  • Nissan GT-R featured in short film to be launched in Brazil over the coming months


RIO DE JANEIRO, Brazil – Six-time Olympic gold medalist and Nissan Global Director of Excitement Usain Bolt has risen to numerous challenges on the track. Now, in Nissan’s digital campaign, “Bolt vs. Flame,” he faces an unprecedented challenger – fire.


Released todayacross Nissan digital channels, a two-minute, documentary-style film shows Bolt being challenged in a fictional “Fire Research Laboratory” to contend against the speed of a flame. Bolt shares in the video what it feels like to be the fastest person on Earth and how he prepares to compete on the world’s biggest stage, saying, “I set goals for myself. My goal is to be the greatest.” The video, filmed in Bolt’s home country of Jamaica, also shows the sprinter driving his custom Nissan GT-R painted in “Bolt Gold.”


“Usain Bolt’s daring attitude to always go further is inspiring. We wanted people to experience the inner strength of the most famous sprinter in history when posed with a challenge to reach even further. This is also an opportunity for fans to see Usain with his custom Nissan GT-R, which soon will be available in Brazil. To see the world’s fastest man driving the world’s fastest mass-produced car is exhilarating,” said Ronaldo Znidarsis, VP Marketing & Sales, Nissan Brazil.


The Bolt vs. Flame film project is supported by a global social media tease campaign, featuring a series of 9.58 second videos and movie posters created from 19,000 actual matchsticks being lit on fire for dramatic effect. Additional footage and behind-the-scenes videos featuring Bolt will be released over the next month. The campaign is being supported through a robust paid social effort across Brazil.


The 2017 Nissan GT-R will be launched in Brazil in 2016, making this year the most exciting yet for the Japanese brand in South America’s largest country.


Visit the Nissan Brazil YouTube and Facebook pages to watch Bolt vs. Flame.




About Nissan in Sport

The Rio 2016 Olympic partnership is another example of Nissan’s dedication and growth in global sports which includes Nissan Brazil’s proud sponsorship of the Rio 2016 Olympic and Paralympic Games, Team Brazil and Brazil Paralympic Delegation, official sponsorship of the Colombia and Mexico Olympic Teams in their respective regions and, Team GB and Paralympics GB in the UK. As well as the UEFA Champions League, the International Cricket Council (ICC). Nissan is also the official global automotive partner of City Football Group.


About Nissan in the UK

  • Nissan Sunderland Plant produces the Nissan Qashqai, Note and Juke and the 100% electric Nissan LEAF
  • Production of lithium-ion batteries for electric vehicles began in 2012
  • Total plant volume since 1986 stands at more than seven million units with 80 per cent of production exported to 100 markets worldwide
  • Total investment made and announced since then is over £3.5 billion
  • 500,237 units were produced at Sunderland plant in 2014
  • In 2014, one in three cars built in the UK was a Nissan
  • Sunderland Plant currently employs more than 6,700 people
  • Nissan's European Design Centre is located in Paddington, London and employs around 65 people
  • Nissan's European Technical Centre is based in Cranfield, Bedfordshire and employs around 1,000 people
  • Nissan’s sales and marketing headquarters in Rickmansworth, Hertfordshire employs around 190 people 







Lucy Goss, Partnership and Events Manager, Nissan GB

Telephone: +441923 899 937 / +447813 993 175