American sprinter Fred Kerley has opened up about the struggles athletes face when dealing with brands, revealing a system that often neglects all but the very best.
Kerley initially signed with Nike in 2017. However, after a five-year partnership, the two parted ways. In February 2023, Kerley inked a deal with ASICS, but this new chapter quickly turned into a nightmare.
During the 2024 NYC Grand Prix, Fred Kerley made an unfortunate mistake, he forgot his shoes at the airport. In a desperate attempt to compete, he showed up wearing Puma spikes instead. The move backfired spectacularly. Not only did he receive a DNS (Did Not Start) status for the race, but ASICS terminated his contract shortly after. Now signed with Oakley, Kerley’s sponsorship battles continue, highlighting a deeper issue within the sport.
Kerley revealed on The Pivot Podcast that sponsors often undervalue track athletes.
“Most of us track guys get belittled and stuff most of the time. You gotta be number one,” he explained.
“A lot of people don’t understand where you come from… they feel like it’s a cry for help, but it is a cry for help. You gotta understand where these individuals come from because everybody in the track community has a need, but a lot of people can’t get sponsors.”
For Kerley, sponsorship isn’t just about money, it’s about staying true to himself. He expressed frustration over brands expecting athletes to mold themselves into marketable personas rather than embracing their real personalities.
“I’ve been myself, and I only know how to be myself,” he declared.
“If a brand doesn’t want me, the brand doesn’t want me, but I cannot not be myself.”
While some athletes chase deals at any cost, Kerley prioritizes alignment with brands that respect his identity and values.
“Money don’t move me no more,” he admitted.
Kerley also highlighted track and field’s struggle for visibility in a sports world dominated by the NFL, NBA, and even gymnastics.
“In America, we are fighting for different rooms,” he said.
“We’re fighting with the NBA, the NFL, gymnastics, the WNBA… it’s hard, but you gotta be number one to get everything moving.”
Winning a world championship, a feat he believes would finally bring the sponsorships and recognition he deserves. Kerley aims to build a lasting impact in both the sport and his community.
While many athletes obsess over medals and fleeting endorsements, Kerley is playing the long game.
“My exit plan is trying to grow and shake hands with the right people.
“I aim to elevate my life and, once I’ve done that, to uplift my kids’ lives too—because at the end of the day, they are the future.”
