Olympic gold medalist Noah Lyles has set his sights on a new goal: securing his own signature shoe with adidas. The world’s fastest man, fresh off his victory in the 100-meter sprint at the Paris 2024 Olympics, is pushing the boundaries of athlete endorsements in a sport traditionally overlooked for casual footwear.
“I want my own shoe, I want my own trainer, dead serious,” Lyles declared in a post-race press conference, his adidas spikes still laced tight. The 27-year-old American sprinter, who has been with the German sportswear giant since 2016, is challenging the status quo in a field where signature shoes have been rare.
Lyles’ request comes at a crucial time for adidas, as the company seeks to strengthen its position in the competitive running market. CEO Bjorn Gulden recently acknowledged past product shortcomings but expressed confidence in the brand’s current lineup, including models like the Adistar, Supernova, and Ultraboost.
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Industry experts see potential in Lyles’ proposition. Monique Pollard, head of European retail, internet and brands equity research at Citigroup Inc., believes a Noah Lyles shoe could “broaden the appeal” of adidas’s running products. She notes that while the Olympics showcase innovation, they haven’t traditionally been a major commercialization event for sportswear companies.
“I want a sneaker, ain’t no money in spikes,” Lyles stated, highlighting the untapped market for track athletes in casual footwear. This stands in stark contrast to other sports, where stars like Michael Jordan and LeBron James have long enjoyed lucrative signature shoe deals.
adidas has responded cautiously to Lyles’ request, stating they will “continue to work together on how we support him both on and off the track.” The company faces the challenge of translating Lyles’ Olympic success into a marketable product for everyday consumers.
The potential Lyles signature shoe represents more than just a new product line. It could serve as a catalyst for adidas to rebuild relationships with specialty running retailers, a process Gulden admits will take time. A successful launch could open doors for the brand in a highly competitive segment of the footwear market.
