Lately, a big worry in track and field is the hefty price tag that comes with it. Athletes are voicing their concerns about unfair pay, financial struggles, and the sport’s limited viewership. Big names like Sha’Carri Richardson, Noah Lyles, Michael Johnson, and others have been advocating at the forefront to bring track and field into the spotlight.

Now, with Elaine Thompson-Herah teaming up with Dior, it seems like their wishes might finally come true. This collaboration, along with other efforts to make track and field more globally recognized, could be the game-changer the sport desperately needs.

Elaine Thompson-Herah joins Dior alongside 14 iconic women

According to Women’s Wear Daily, the Fastest Woman Alive, Elaine Thompson-Herah, joined Dior as a brand ambassador, alongside 14 other Olympians. This elite group includes top female athletes like U.S. soccer star Alex Morgan, Hawaiian surfer Carissa Moore, Australian swimmer Emma McKeon, and Japanese fencer Misaki Emura.

The list also features six Italian fencers: Rossella Fiamingo, Alice Volpi, Arianna Errigo, and Paralympians Beatrice “Bebe” Vio Grandis, Andreea Mogos, and Loredana Trigilia. From France, boxer Estelle Mossely, skateboarder Louise-Aina Taboulet, fencer Sara Balzer, and judoka Clarisse Agbégnénou are all iconic sportswomen part of the team.

Dior belongs to luxury conglomerate LVMH Moët Hennessy Louis Vuitton, which is a premium partner of the Paris Games, said, “The exhibition is a celebration of surpassing performance and an invitation to continually push the boundaries of creativity in the name of passion and freedom.”

Their portraits will be showcased at Le Café Dior in Paris from July 24 to September 9. This isn’t Elaine’s first big moment in fashion. In 2022, she and Usain Bolt walked the runway at New York Fashion Week, a dream come true for Elaine. Bolt too wowed the audience with his signature ‘To the World’ pose. At the time, taking to Instagram, Elaine shared, “Modeling is not just beauty and smiles, it takes boldness and style. Another dream I want to pursue.” 

In the past, top voices in track and field have raised many concerns about unfair pay and the sport’s lack of attention. This new opportunity for the Jamaican track queen, Elaine Thompson-Herah, with Dior brings hope for increased viewership and recognition. Let’s take a look at some of the past concerns that athletes have highlighted.

The concerning issues within track and field

Concerns about unfair pay, viewership, and financial burdens have frequently been brought to light within the track and field community. On December 6, 2023, Sha’Carri Richardson also called out Team USA’s fundraising transparency on Instagram, stating, “Do not donate. The athletes that need this money don’t see it.”

In February 2024, four-time Olympic gold medalist Michael Johnson voiced his frustrations to Sportico, saying, “It’s been a shame for me to watch it over the last couple decades since I retired not be able to continue to provide the same amazing moments to people outside of just the Olympics.”

On May 17, 2024, Kenny Bednarek echoed this sentiment on X, highlighting the financial strain athletes face: “The cost to fly and accommodate my team at the trials and Olympics is pretty wild. Prices are jacked up.” Noah Lyles chimed in, “It’s hard for all of us man,” and Bednarek responded, “It’s crazy because that’s when we need our entire support system the most.”

US track and field athletes don’t get financial support from USATF for accommodations and expenses during competitions, leaving those without sponsors to cover their own costs. Despite extensive travel, the compensation is limited. For instance, the 2024 Diamond League final event has a total prize pool of $60,000 per discipline, with $30,000 for the winner.

The one-day qualification meets offer a $30,000 prize pool per discipline, with $10,000 for the winner. These rewards hardly cover the expenses athletes incur. Nevertheless, despite these gripes, there are growing initiatives aimed at raising awareness about the sport and providing better compensation for the athletes.

Growing initiatives to tackle these problems

In response to these issues, Michael Johnson teamed up with the Winners Alliance to kick off a new league aimed at taking track and field to new heights beyond just the Olympics. Around 40 athletes are expected to join Johnson’s 2025 Duael Track League, starting with a modest 10 in 2024. And they’re not stopping there—there’s even a mile competition in the works for 2026, starting small with 10 athletes and growing from there. The best part? Athletes will be well taken care of, with exclusive invitations and some sweet compensation for their efforts.

Furthermore, on April 10, World Athletics made history by announcing prize money for 48 athletes at the Olympics, allocating a $2.4 million share of the IOC’s revenue. Gold medalists will receive $50,000 each, while relay teams will be awarded $50,000 as a group. Silver and bronze medalists will receive their incentives at the 2028 Los Angeles Olympics. Announcing this iconic move, Sebastian Coe, the World Athletics President, said, “It is important we start somewhere and make sure some of the revenues generated by our athletes at the Olympic Games are directly returned to those who make the Games the global spectacle that it is.”  

With Elaine Thompson-Herah partnering with a global luxury brand like Dior, there’s renewed hope for track and field to gain the recognition that athletes like Noah Lyles and Sha’Carri Richardson have long hoped for. What are your thoughts on this update about the world’s fastest woman alive ahead of the Paris Olympics? Could it bring more attention to the sport? Share your thoughts in the comments below!