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. Seb Coe (President of World Athletics) 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