The photographer Jimmy Wixtröm more or less planned the whole thing. He got Usain to use his camera last year and now during the Olymipics Jimmy was wearing the same cap each and every day and was even called a stalker by Usain (but with a smile)... and Jimmy stood where he knew Usain would pass after the 200 meter final. He shouted for Usain and got noticed. The rest is history..... As for just standing and not taking any photos, Jimmy had two cams, but the one he had left was with tele lens and useless for capturing the moment.
I am confident it was no planned marketing from Nikon on this... but sure could be used in upcoming commercials if they wanted to