Noah Lyles has cemented his legacy as one of the fastest men on the planet, joining an exclusive club as only the fifth man in history to win the 100m, 200m, and 4×100m relay at a single World Championships.
But for Noah Lyles, the victories on the track are only part of the story. Off the track, he’s using his voice to address a deeper issue.
In a recent YouTube interview with former NFL quarterback Cam Newton, Noah Lyles turned the focus inward, challenging his own community to demand better.
“I think it’s more our fault for not giving a better way of marketing. I think that world champions are fine and all that. I think our problem is that we are not organized enough. We’re too amateur. In fact, we are amateurs. Track and field as a sport is amateur.”
Inconsistent event scheduling, weak athlete branding, and a fragmented promotional strategy have made it difficult for even the sport’s brightest stars to become household names, especially in a sports culture dominated by the likes of the NBA and NFL.
The issue came to a head in 2024, during a controversy involving NBA star Anthony Edwards and Adidas. Noah Lyles attended the Adidas AE 1 launch event for Anthony Edwards’ signature sneaker. But the invite felt off to him, and he made it clear why in a TIME interview.
“You want to invite me to [an event for] a man who has not even been to an NBA Finals? In a sport that you don’t even care about? And you’re giving him a shoe?”
The backlash came swiftly, with critics accusing Lyles of disrespecting Edwards. But the sprinter quickly took to social media to clarify his position.
“There is a rumor going around that I did not go to @theantedwards_ shoe release because he didn’t deserve it. That is not the case—he definitely deserves his shoes; he is an amazing player,” Lyles tweeted.
“The problem was finding time based on my prior engagements.”
Lyles signed a lucrative Adidas deal through 2028, highlighting the imbalance in support and celebration across sports.
