Sabrina N. Gordon, Business Reporter

Sun Island Jamaica, local distributor and manufacturer of apparel and souvenirs, has inked a merchandising deal with the management team of Olympic track and field star Usain Bolt.

"We approached Usain Bolt's management team in August to solicit their partnership in a licensed agreement," said Raymond Miles, managing director of Sun Island Jamaica.

A month later, the deal was signed, said Miles, Bolt having taken the opportunity to build and capitalise on brand Jamaica.

While the contract signed with Bolt's management team is not an exclusive one, it will give Sun Island Jamaica the authority to manufacture and distribute apparel bearing the athlete's image and name, both in the Jamaican and international markets, Miles said.

The deal was to be officially announced at a late-evening function yesterday.

Sun Island's marketing and distribution network spans the Caribbean and North America.

"With this opportunity, we can, hopefully, re-enter the European market," said Miles on Thursday.

He said the company captures approximately 10 per cent of the domestic apparel market, but notes that his own estimate might be optimistic, given the influx of imports.

Of Sun Island's total output, direct exports account for 20-25 per cent, with an additional 15-20 per cent sold in the local tourist market.

While Miles refused to disclose the exact value of the business arrangement with the world's fastest man, he said that a percentage of the proceeds would be paid in royalties to Bolt's management team.

Already developed

The line of Bolt apparel, which includes caps, T-shirts and golf shirts, has already been developed and was to be on display at yesterday's launch at Sun Island's headquarters on Molynes Road, St Andrew.

"These will be the initial line with room for further expansion later," said Miles.

Three market segments will be targeted, said Miles, like any market-driven company looking to give value.

The first niche-market segment is that of the souvenirs or memorabilia targeted at persons ages six up to the senior-citizen age.

"These will bring a sense of nationalism and pride, bearing the image and likeness of Bolt," said Miles.

The second niche will be an urban line, focusing more on a trendy segment, Miles explained.

"This will be more trendy T-shirts, funky shirts with unique and creative graphics."

The targeted market for this line is the 16-32 age group.

The third will be a signature line for persons ages 35 up to 60, who, according to Miles, do not want to make "too much of a loud statement" with the clothes they wear.

"We will have a miniature icon of his (Bolt's) signature on the shirts and caps, which will also be on other high-end products," said Miles.

Prices

A basic Bolt T-shirt for adults will fetch US$20-US$30 ((J$1,595 to J$2,393), while the price for kids ranges between US$15 and US$17.99 (J$1,197 to J$1,435), as published on the Sun Island website.

Miles has set a minimum target of US$500,000 in sales for the first year but refused to give further projections; neither would he comment on Sun Island's per-formance and profitability.

"We have ups and down, have suffered some losses, but the company has been operating for over 40 years and still manages to remain a viable business," he told Sunday Business.

Sun Island employs approximately 270 persons and operates seven retail stores across the island.

Miles also said that from this deal would stem opportunities for linkages with other local manufacturers.

sabrina.gordon@gleanerjm.com