It’s never really goodbye, just a “see you later”—at least, that’s the comforting phrase most people use. For athletes, however, farewells carry a different weight. Noah Lyles, the electrifying sprinter, may soon face this reality. Although he hasn’t officially announced his retirement, at 27, the whispers of time are growing louder. In a recent interview, Lyles hinted at the uncertainty of competing in the 2028 Olympics, acknowledging that nothing is guaranteed. Despite this, Adidas is offering fans an intimate look at the multifaceted star, showcasing a side of Lyles that goes beyond the track.

Certainly, Lyles is one of the premier athletes associated with Adidas. More importantly, with interest in the Paris Olympics rising to a fever pitch, he is one of the most high-profile ones that they have. So what does Adidas, the master of content creation, do? Well, they created a wholesome video with the 27-year-old, but instead of running, they gave him a different role. 

Adidas teamed up with Noah Lyles to create a track in the neighborhood. That’s right, an actual running track. Lyles, in his trademark cool fashion, sat by the side to time the runners. In a wholesome situation, from children to young people, everyone gave their all to impress this iconic US Olympian. Instead of running, Lyles was the timekeeper, and that turned that video into an impressive campaign. 

For Lyles, this is another opportunity to achieve his goal: to succeed Usain Bolt as the sport’s undisputed superstar. While Bolt’s record still looks untouchable, it’s undeniable that Lyles makes up for it in personality. However, he knows that time is running out. “This is a moment I want to enjoy. LA (2028) is not promised, so take it in now,” Lyles had said during the 2024 trials. Perhaps that’s why this Olympics is so important for him.

Luckily for the 27-year-old, he’s entering this on the back of some strong performances. That was one of the reasons why Adidas extended his contract in a deal that’s the richest since Bolt.

Noah Lyles’ pursuit of becoming immortal

Noah Lyles had a brief meeting with history in the summer of 2023. The superstar became the first man since Usain Bolt to win a sprint triple at the World Championships. That was the win that suddenly put him on a pedestal and made him the bearer of a million American dreams. Though he had won before, this was the moment that turned Noah Lyles from a competitor into a favorite.

And if his intentions weren’t clear before, he stated them later. “He was the fastest man ever to do it,” Lyles said about Usain Bolt to CNN. “And soon, it’ll be me.” Was that a bold declaration or a spoiler alert? Whatever the case, suddenly Lyles was at the top of the track and field world. That status was cemented when Adidas gave him the richest deal since the legendary runner.

Though the numbers weren’t made public, it is estimated that Lyles might be earning over $2 million per year. But it isn’t known just how high those earnings go. Still, it showed just how big Noah Lyles’ star has risen. So with potential retirement thoughts running through his head, can Lyles do the unthinkable? Could he break Bolt’s record? Let us know in the comments.