As Michael Phelps continued to win one gold medal after another before breaking the world record and taking home eight, Speedo and Visa were by his side capitalizing on all the free publicity for its brand. Even Nike turned the injury of China's hurdler Liu Xiang into a marketing opportunity by releasing an ad affirming the company would stand by its endorser. So what did Puma — a sportswear brand focused on speed and style — do when Jamaica's Usain Bolt became the fastest man alive? Absolutely nothing.

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