French champagne house GH Mumm caused an uproar, followed no doubt by giggles, when it announced this week that Olympic gold medalist Usain Bolt is its new CEO. Of course, CEO in this case stands for Chief Entertainment Officer so no, Pernod Ricard (owner of the Mumm brand) hasn’t lost its marbles.

Bolt was appointed Maison Mumm’s newest Chief Entertainment Officer, a rather fitting role for the athlete who is known for entertaining his legions of fans around the world after his race wins. Of course, Bolt remains the fastest human being ever but we assume he’ll sip his champagne. In his debut for the brand, he made quite the explosive delivery.

In a new promotional video for the brand, which is accompanied with the hashtag of #DareWinCelebrate in keeping with the spirit of the house, Bolt can be seen dramatically opening a bottle of champagne with one of his many gold medals before striking a pose with his signature ‘lightening bolt’ move.

Commenting on his new role, Bolt said, “I’m honored to take on the role of CEO for Maison Mumm and to show the world what it means to celebrate and entertain in daring ways,” said Mr. Bolt.  “My number one mission will be to enhance Mumm’s legacy in celebrating victories in stunning ways, and I’m very excited to invite all my fans around the world to raise their glasses with me.”

Bolt can be seen in action in his new role now on YouTube: