Then the ident, created by Channel 4's 4Creative department, saw Bolt walking along the track in a crowded stadium after winning a race, climaxing with the triple Olympic champion striking his signature "lightning bolt" pose.

As the camera pans slowly around Bolt, the angle of his pose creates the illusion of a Channel 4 logo.

The Jamaican sprinter appears in his athletics kit, featuring the logo of his key sponsor Puma.

The new ident is being broadcast in the run-up to Channel 4's coverage of the IAAF World Athletics Championships, from August 27 to September 4, and will appear regularly in the build-up to the event.

Tom Tagholm, Channel 4's network creative director, said: "This is the first 4 ident to star a human being, and who better to choose than the fastest guy on the planet?

"It's a great coup for the channel and 4Creative, and a huge privilege to work with a true sporting legend.

"Technically it was a challenge, Usain had to be shot on a tennis court next to a secret training facility, with the entirety of the stadium, the crowd and the 4 elements added in post.

"Our production and post teams pulled out all the stops to create real magic."

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