When Jason Lezak touched the wall last Sunday in the men’s 4x100 medley relay to give Michael Phelps his record eighth gold medal for the Beijing Games, the moment was supposed to mark a shift in these Olympics.

With the swimming competition complete and its blowout ratings a memory, NBC was expected to limp to the finish line through a second week dominated by track and field.

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But then Usain Bolt won the 100- and 200-meter events in world-record times, adding a spark to the second week of the Olympics and giving NBC another much-needed star. Sure, Phelps is the fastest man in water, but Bolt is the fastest man on earth, a title that has long reigned as the hallmark of athleticism. Bolt will not supplant Phelps as the name and face of the Beijing Games in the U.S. But for the rest of the world, the Jamaican sprinter and his infectious personality may well be the story of these Games, leading to untold marketing opportunities.

At the young age of 22, Bolt has untapped potential on the track. His early celebration in the 100 indicates it’s only a matter of time before he sets a new record, and his dominance in the 200 seems a sign of things to come, as he leaned across the finish line without anyone else in the frame. Not to mention some observers think the 400-meter could be his best event yet. Combine his dominating physical capabilities with his ebullient personality, and Bolt easily outshines Phelps, who isn’t earning his millions for sound bites. And while Bolt’s premature celebrations and postrace dances have drawn ire, isn’t this the sort of showmanship that other premier athletes – see Federer, Roger – have been dogged for lacking? Even Phelps, America’s Golden Boy of the Games, has been criticized for being too bland.

Bolt has proved himself a worthy pitchman for any company. Puma’s deal with the sprinter has generated immeasurable exposure in the last several days as he poses and dances with his gold shoes after each win. Bolt also has freely mentioned his passion for Chicken McNuggets. A world-class athlete like Bolt – not to mention the countless other athletes who have said they’re lovin’ it – fueled by Chicken McNuggets is marketing gold for McDonald’s, which can now bill itself as the restaurant of choice for the world-class athlete. Bolt even has his own signature move, another angle for marketers to latch onto.

Virgin Media already is targeting Bolt for its newest high-speed service, and the company may even name the offering after Bolt. The connection with Bolt is obvious for any company touting speed in their products, and Virgin is likely the first of many suitors to come calling for the new star. As the new face of an embattled sport, Bolt brings a refreshing air to a stale landscape, for which he can expect to be handsomely rewarded.