Usain Bolt Has Strengthened His Social Brand by Bringing Levity to Live Action

In-race grins and laughs light up Facebook and Twitter

Jamaican Usain Bolt has become an incomparable figure in Olympics history, leaving his mark in 2008, 2012, and now 2016. Bolt is the first male sprinter to hold the world record for both 100 meters and 200 meters in the fully automatic-timed era.

Bolt has always been a showman, with his "To Di World" victory pose, which actually comes from a Jamaican tourism ad. But during this Olympiad, smiling has become his signature stamp of triumph and set social media on fire.

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