Armand Duplantis has impressed tremendously this year, and lately he has managed to break the world record twice. This means that brand strategist Niklas Turner Olovzon believes that the stick hopper could be the next big poster name in athletics.

- He doesn't have to do much more than jump the highest in the world. It is a pretty good starting point for building your brand. He can become the world's greatest athlete. And now with these records, he will probably be athlete's biggest poster name, he says.

And it's a good time he comes in and delivers, when athletics are looking for a new star that creates headlines like Usain Bolt.

- He's in a good era. After Bolt, there is a craving and a need for a fix star, and as he is so dominant in his branch and set his own world record at such a young age, he will surely be athlete's biggest poster player in the years to come.

Personality that favors him

But it's not just his impressive performance that makes Turner Olovzon believe that Duplantis can take over as the big star.

- He also has everything else. He has the personality and charisma. He has a charm and is easy to like. He should not do much more than be himself and focus on sports. The strongest brands are those with a natural personality that shines through in combination with strong combinations.

- If we take Usain Bolt as an example. He had a combination of humility and cockiness with a personality that infected him around the world. People thought it was fun what he was doing, and he wasn't a machine.