Nine years after hanging up his sprint spikes as the most decorated sprinter in Olympic history, Jamaican track and field icon Usain Bolt still holds an unshakeable grip on the sport’s record books — and he’s now pushing for sweeping change to bring back the fan engagement that defined his legendary career.
Bolt, who retired in 2016 with eight Olympic gold medals and 11 World Championship titles, still owns three world records that have stood unbroken for nearly 15 years: his 9.58-second 100m and 19.19-second 200m marks, both set at the 2009 World Athletics Championships, and the 36.84-second 4x100m relay record he helped secure at the 2012 London Olympics. Since his departure from competitive running, the sport has faced consistent criticism that it lacks the star power and electric energy Bolt brought to every track he stepped on, a gap that has left many casual fans tuning out.
World Athletics leadership has pushed back on that narrative in recent months. Last December, association president Sebastian Coe highlighted robust growth across the sport, pointing to sold-out event attendance, a record-breaking 40 billion global digital impressions, and an unprecedented 84 countries qualifying athletes for the World Athletics Championships finals. He also teased new, high-stakes opportunities coming in 2026, headlined by the inaugural Ultimate Championships set to take place in Budapest. In September 2024, Bolt was named the Ultimate Legend for the new event, a ceremonial role intended to build hype for the competition. But the sprint legend says that title isn’t enough — he is pushing for a far more expanded role to help steer the sport’s growth, and has made his desire for change clear to World Athletics leadership.
In an interview with CNN Sports, Bolt argued that the sport needs a full revamp to recapture the attention of casual viewers, saying that the current product lacks the excitement that keeps audiences coming back. “People watch for excitement, and I think the sport needs to figure out a way to get people engaged in track and field,” he explained. “I’m not the only one saying it. People always say to me, ‘Usain, track and field is going down.’ Even now when I travel, people tell me they don’t watch anymore because I left. It’s missing that excitement, that vibe, that energy people crave. It’s not always about the clock — it’s about the competition, the personality athletes bring, that’s what draws people in.”
Bolt’s comments echo a widespread belief that track and field has struggled to produce transcendent, charismatic stars with the cross-over appeal that turned the Jamaican into a global household name. He added that he actively celebrates emerging athletes who bring distinct personalities to the sport, noting that that authenticity is what helps new fans connect.
For Bolt, who turned 30 the year he retired and says he has no regrets about stepping away when he did, the pull of the sport remains deeply personal. “It’s pretty much my life, it made me who I am,” he said of his connection to track and field. “So I’ll play any role possible to help to uplift it, help to push it and help to keep it afloat and get better. I’ve been saying it, I’ve told them all the time that I’m willing to be a bigger part of this.”
Even away from the track, Bolt says he still feels the rush of competition. He recalled attending a recent World Championships as a spectator, saying the experience was surreal. “It felt weird not being on the track, and I felt a lot more nervous than I normally would be competing myself,” he said. “When I watch my fellow Jamaicans compete, I get more nervous than anything else. I do miss just the excitement and just the energy from the crowd.”
Outside of his work with World Athletics, Bolt recently partnered with luxury watch brand Hublot to launch a limited-edition timepiece that honors the milestones of his iconic sprint career.