With the Michael Phelps backlash in full swing, the world needs a new hero. Enter Usain Bolt, winner of the 100m and 200m races in record-breaking fashion.

Virgin Media tapped the world's fastest man to hawk its new superfast broadband service. The company is considering calling the product the "Boltband."

Bolt won't reach Phelps' reported $100 million in endorsements, but we doubt this is the last we've seen of the brilliant sprinter. If you squint, you can almost see a Gatorade bottle in his other hand.