French champagne house Maison Mumm announced on Nov 28 that Olympic gold medalist Usain Bolt is the new face of the brand.

Bolt has been appointed Maison Mumm’s newest CEO – chief entertainment officer – a rather fitting role for the athlete who is known for entertaining his legions of fans around the world after his race wins.

In a new promotional video for the brand, which is accompanied with the hashtag #DareWinCelebrate in keeping with the spirit of the house, Bolt can be seen dramatically opening a bottle of champagne with one of his many gold medals before striking a pose with his signature “lightening bolt” move.

Commenting on his new role, Bolt said, “I’m honoured to take on the role of CEO for Maison Mumm and to show the world what it means to celebrate and entertain in daring ways,” said Bolt, who was recently seen in London at the world premiere of the documentary I Am Bolt.

“My number one mission will be to enhance Mumm’s legacy in celebrating victories in stunning ways, and I’m very excited to invite all my fans around the world to raise their glasses with me.” – AFP Relaxnews

Watch a trailer for the documentary I Am Bolt on the life of Usain Bolt.