Golden Gala: Bolt now part of the Rome Royal family

As previously announced, Usain Bolt will compete for the third time in a row at Rome’s Golden Gala, the fifth leg of the 2013 IAAF Diamond League, on 6 June and the promotional campaign for the 33th edition of the Golden Gala includes videos and photos of the Jamaican in royal attire.

A campaign, with the assistance of Sisters Ferroni, which is one of the oldest and most well established costumiers in Italy, sees Bolt accompanied in regal costume by three of Italy’s top athletics stars: the London 2012 Olympic Games Triple Jump bronze medallist Fabrizio Donato, 2012 World Junior Championships High Jump gold medallist Alessia Trost, and the 2013 European indoor Triple Jump champion Daniele Greco.

A video of what happened behind the scenes at the photoshoot for this year’s campaign can be seen here.

This year’s promotion follows on from the last two years, when successful publicity campaigns involved Bolt.

In 2011, he was featured running in evening dress and, in 2012, the Jamaican was photographed against a famous sight of the Italian capital as the backdrop and the now famous slogan ‘Via Condotti in 9:58’.

The Golden Gala technical director of the meeting Luigi D’Onofrio announced a number of other stars who will grace the meeting which has now dedicated to the former Olympic 200m champion Pietro Mennea, who died on 21 March. Mennea’s image has now been incorporated into the meeting logo.

“Alessia Trost will have to deal with the Olympic champion Anna Chicherova while the Olympic Pole Vault champion (Renaud) Lavillenie once again face the Germans Otto and Holzdeppe, while the 100m Hurdles we have another gold medallist, Australia’s Sally Pearson," said D’Onofrio.

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