TRACKSTAR Usain Bolt is further diversifying his personal brand through a partnership deal to produce special edition headphones with international company SOUL Electronics.

The fastest man in the world will have his ‘Run Free’ headphone line on the market as early as this summer, per the terms of a branding agreement with SOUL Electronics announced yesterday.

“[Bolt] is a perfect representation of what SOUL stands for,” said Len Davi, Executive Director of the US-based consumer electronics company.

The headphones will be made available online this year in time for the upcoming London Olympics, after which they will be distributed through retailers both internationally and in Jamaica following further negotiations, said Bolt’s publicist, Carole Beckford.

As a partner with SOUL electronics, Bolt will also represent the brand at public appearances and be featured in its upcoming “SOUL of Greatness” ad campaign.

“I always try to inspire others to work hard and attain their dreams,” said Bolt of the new partnership. “I am looking forward to working with SOUL to deliver this message.”

The ‘Run Free’ model of earphones will be styled with Jamaica in mind as a tribute to the Olympic champion’s home, said the company. The line is tipped to cost US$349.

Bolt’s headphone branding deal comes on the heels of an existing range marketed by hip hop artiste Ludacris for the same company. That product hit the US last year, and is currently sold at electronics retailers Apple and Best Buy.

The headphone market has blown up in the last five years, largely owing to the success of celebrity endorsed lines such as Beats by Dr Dre and Heartbeats by Lady Gaga. That brand reported a tripling in profits after signing marketing deals with popular musical artistes for its product.

Bolt currently has endorsement deals with Puma, Gatorade, and Digicel.