The world’s fastest man wants his own Adidas shoes | kbnmart

Noah Lyles became the world’s fastest man by winning the 100m at the Paris 2024 Olympics on August 4. Now he has a message for Adidas.

“I want my own shoes, I want my own trainer, seriously,” Lyles, who is sponsored by the German brand, said at a post-race news conference. Wearing Adidas shoes, he became the first American to win gold in the prestigious event since Justin Gatlin in Athens 20 years ago.

“I want a sneaker, there’s no money in spiked shoes,” said the 27-year-old, who expressed disbelief that despite the fame of past champions like four-time gold medalist Michael Johnson, there has traditionally been no way for a runner to launch a widely marketable shoe. On the other hand, basketball stars from Michael Jordan to LeBron James have a long history of launching their own shoes.

“The Olympics are a great showcase of innovation and performance, but they are not necessarily a huge commercial event” for companies like Adidas, said Monique Pollard, head of retail, online and brand equity research in Europe at Citigroup.

She said Noah Lyles’ shoe could “broaden the appeal” of Adidas’ running products, which already include racing shoes like the Adizero and Pro Evo. Asking runners to have a personalized shoe is a smart and innovative idea, Bullard said, because it could appeal to a wide range of runners.

“Lyles has cemented his place at the top of the sport with his achievements in Paris, and in other races to come,” an Adidas spokesperson said in an emailed statement. “We will continue to work together on how to support him on and off the track.” Adidas has sponsored Lyles since 2016.

Adidas CEO Björn Gulden said last month that his brand “hasn’t had the right product for a while” in comfort running shoes, where competitors include brands like Hoka, owned by Deckers Outdoor Corp., and On Holding AG. But now Adidas is represented in the category with models like the Adistar, Supernova and Ultraboost, he said.

“Our current offerings are very broad and deep and you will see us grow there in the future,” he said on a call with analysts on July 31 to discuss first-half earnings.

“I do think we have the right product, but of course, we don’t have the right distribution,” Golden said.

It will take time to rebuild or develop relationships with specialty retailers, but a product with very high sales rates, like a Lyles sneaker, can certainly help in those conversations, Bullard said.

“There’s money in sneakers, and it’s bound to happen,” Lyles said.