Sports brand Puma has announced Jamaican sprinter Usain Bolt as its first-ever celebrity face to promote one of its fragrances.

Record-setting Bolt will appear in the print ads for the brand's new Animagical scent, which will be available for both men and women.

Apart from the fact that Puma is a sportswear label, the announcement comes as part of a trend that sees brands associate themselves with professional athletes: Cristiano Ronaldo stars in the latest Armani underwear campaign, and Japanese soccer star Hidetoshi Nakata and Spanish tennis player Fernando Verdasco appeared in Calvin Klein's new X underwear ads, for example.

Men's fashion and beauty in general, as the German GQ pointed out recently, are mainly influenced by sports this year.

Both African-inspired Animagical fragrances (they will come in zebra-print packaging) will be of a fresh and fruity nature and will hit stores in June.