Between 2008 and 2017 many people considered Usain Bolt to be the face of track and field. The athlete that the IAAF built their promotion around. The sprinter they proclaimed to be the “clean” representation of track and field, because the IAAF felt that such a representation was needed.  When Bolt said that it was time to retire, Seb Coe basically said, “woe is me whatever will we do.”. Because really the marketing plan for this sport has been centered around the idea of the sport having a singular face! I’m really not sure why, given the diverse nature of the sport itself. Running, jumping, throwing. Men and women. Speed…