Unlike the NBA or NFL, where lucrative contracts and endorsement deals make headlines, track athletes often depend on sponsorships, particularly from shoe giants like Nike and Adidas, to fund their careers.
Justin Gatlin, the 2004 Olympic 100m champion, recently opened up about the realities of shoe endorsements in an interview on the Coach’s DeskTV YouTube channel.
In a candid conversation, Gatlin revealed how major shoe companies keep contract details private, a strategy he believes fosters division and suppresses athlete earnings.
“They keep the contracts private because it creates division in our sport,” Gatlin explained.
He described how athletes are often left guessing about their peers’ deals, leading to unfair negotiations.
“I’m thinking you’re getting a better deal than me, and you thinking I’m getting a better deal than you, but we both settling on a number.”
Gatlin’s call for transparency is more than just talk. He’s urging current athletes to recognize their market value and approach negotiations with confidence, potentially signaling a shift in how sprinters might demand fairer, more transparent endorsement terms in the future.
Noah Lyles’ Fight for Recognition
At the heart of this conversation is Noah Lyles, the reigning sprint king and one of track and field’s most marketable stars. In 2024, Lyles secured a landmark deal with Adidas, extending his partnership through the 2028 Los Angeles Olympics.
Hailed as the richest track and field contract since Usain Bolt’s era, the agreement reflects Lyles’ global appeal as a six-time world championship medalist and charismatic showman.
Yet even with the historic deal, Lyles has voiced frustrations over the complexities that come with it. In interviews, he’s likened the arrangement to a “360 deal,” noting that it demands much more than just delivering on the track. One of his biggest battles being securing his own signature shoe.
“I’m trying to get my own shoe, but it’s a fight,” Lyles admitted in 2024 as quoted by Essentially Sports.
Despite his stardom, Lyles faces resistance in achieving that next level of endorsement visibility.
Why It Matters
The deeper issue lies in the niche status of track and field in the United States. While athletes like Lyles dominate globally, the sport often struggles for consistent mainstream coverage and commercial attention at home.
Gatlin’s revelations and Lyles’ advocacy expose a structural imbalance where brands hold disproportionate power, capitalizing on rivalries and obscurity to maintain lower payout ceilings.
But tides could be shifting. With Gatlin’s outspoken transparency and Lyles’ push for both legacy and fair recognition, there’s growing momentum for a more equitable endorsement culture in track and field. Their efforts may very well pave the way for the next generation of sprinters to negotiate smarter, earn better, and redefine what athlete-brand partnerships look like in the sport.