Usain Bolt became bigger than track and field because winning was only part of what made him impossible to ignore.⁠ ⁠ He is now the Ultimate Legend for the World Athletics Ultimate Championship in Budapest, his first formal ambassadorial role within athletics. ⁠ ⁠ Bolt will use his global profile to promote the event, engage new fans and give back to the sport that made him a superstar.⁠ ⁠ sebcoeofficial, President of worldathletics believes performance is an athlete’s passport, but personality determines how far the journey goes. ⁠ ⁠ The athletes who become global stars do more than perform. They fill a room, communicate and give people a reason to care.⁠ ⁠ #usainbolt #athletics #bizofsport