“I want to show people how far they can really go” – Noah Lyles made waves at Stade de France by clinching his maiden Olympic gold by crossing 9.784 seconds by edging his fiercest rival by five-thousandths of a second. But the 27-year-old has always believed the sport is so much more than winning medals. While they help grab everyone’s attention, that is only the first thing to tick off the box. But going out of the sport is how we can redefine and reinvent track and field. 

One of his biggest plights has always been how contract deals are handled in the circuit. Leading up to his second Summer Games stint, the sprinter signed an extension with Adidas till the 2029 season. As exciting as that was, he hit a minor bump during the process. This only helped the 3x Olympic medalist realize something essential. The sport’s circuit needs to change, and he has been working towards that. However, a certain someone has spilled the beans on how shoe deals work in the industry. What did they say?

This track and field analyst clears the air

On December 5, Justin Gatlin’s financial advisor, Andrew Brereton, appeared in a casual sit-down interview on the Ready Set Go Podcast. Rodney Green, the co-host, asked the advisor how he would deal with an athlete’s finances after signing a shoe deal. “Most shoe contracts, if it is, again track and field, which it primarily is, most of them won’t pay 12 months.”

Brereton added, “It will basically be a chunk of money, half of it upfront, and half of it six months later.” So, how should an athlete spend it, according to him? One of the first things he would suggest is that one could go out and have fun. In the long run, it would be better if they put the money away into some long-term investments. This will allow it to grow in time. He also reiterated that investing early in life helps to have this process done when an athlete is younger. 

But if the athlete was a freshman in college and received a good deal, he reiterated that they would turn pro at some point. So what would Brereton advise in this instance? “This money that they’re making now can almost be like a bridge to whatever they end up doing. Again, assuming they stay healthy, assuming they still are one of the top performers when they turn pro, they can basically say that, ‘Look, I came in the pro game with half a million or something.’ That’s a huge upside,” he opined. 

On the other hand, Noah Lyles wasn’t a fan of how his contract with Adidas was handled. His biggest gripe was that he couldn’t disclose what it was worth. He drew comparisons with how many won’t share how much they make so they can have the one-up on employees. Although, his agent let him know that this has always been the norm. Why? So they ensure no one feels bad about how much they’re getting paid in the track world. But the 27-year-old wanted more. 

Noah Lyles had a request from the apparel giant

After pulling off an iconic photo finish at the French capital, many wouldn’t expect the champion to want anymore, right? Clinching his maiden gold on the world’s grandest stage should’ve been more than enough for any athlete. But not the 27-year-old. Like Jesse Owens, the 100m Olympic gold medalist looked forward to earning a spot in the sneaker Hall of Fame. 

Noah Lyles had his own set of trusty spikes as he sprinted to victory on the purple tracks. The sprinter donned the super-limited Adizero Y-3 spikes. However, it isn’t surprising that one would rather have a design of their own. After he crossed the finish line and bagged a shiny hardware, the 3x Olympic medalist knew what he wanted to shift his focus on next – his own sneaker line.

During the post-race press conference, the Olympian was asked if he knew what his future would look like after his historic win, and he didn’t hold back. “‘I want my own shoe.’ Dead serious? ‘I want a sneaker. Ain’t no money in spikes. You listening, Adidas?'” Knowing the sprinter, this wasn’t out of character. He was known to be bold and audacious. 

However, this wasn’t just an empty ask. Noah Lyles wanted to associate with Adidas’ storied history. They have always celebrated numerous athletes throughout the years. In fact, they’ve built an exclusive roster of athletes, with each showcasing their own signature line. Unfortunately, no track and field athlete has been able to make it through. This is what the 27-year-old was aiming for, to secure a spot of his own among sports legends who have been there before him.