“You Listening, Adidas?”: Noah Lyles Wants Jesse Owens-Like Change For His Future After Paris Olympics Gold

What could the ‘World’s fastest man’ possibly want right after the Olympic glory? Well, when athletes are asked about their most prized possession, the immediate response usually is their trusty spikes — the very tools that propel them down the track. But Noah Lyles, the reigning 100m Olympic Gold medalist, like legend Jesse Owens, is calling for his place in the sneaker hall of fame!

Donning spikes crafted yarn-by-yarn and what claims to ‘wrap your feet in a seamless cocoon,’ Lyles entrusted his Olympics performance to the super-limited Adizero Y-3 spikes. What sets these apart is them being knitted with a full-length spike plate and Lightstrike Pro cushioning in the forefoot. As enticing as the details sound, it’s only natural for one to wish to have such a design of their own. And thus, fresh off his golden triumph at the French capital, Lyles is eyeing a new kind of victory: his very own sneaker line!

Noah Lyles’ Bold Challenge for Adidas

Lyles’ historic win turned out quite interesting during the post-event press conference when he was asked if he had thought about what his future might look like a post-gold medal. With all conviction, Noah’s response was quite refreshingly candid and audacious. “I want my own shoe.” Dead serious? “I want a sneaker. Ain’t no money in spikes. You listening, Adidas? 

It’s not every day that an Olympic champion lays down such a bold challenge, but Lyles’ ambition is more than just a flashy statement. It’s a call to action that harks back to the very roots of Adidas’ storied history.

A Legacy Reimagined

Over the years, it has been a tradition for Adidas to celebrate athletes, congratulating them in a very unique way. Tracing back to the roots, the 1936 Berlin Olympics marked a historic moment when Jesse Owens won 4 gold medals in 100m, 200m, long jump, and 4x100m relay, defying Nazi racial ideologies and capturing global attention.

This came to be quite historic as it sent a very powerful message against the racial ideologies of Nazi regimes. Pretty bold, right? This exact emotion struck the founder of Adidas, Adi Dassler, who then decided to take the ideology forward and collaborated with Owens.

Fast-forward to today, and Adidas continues to celebrate its athletes in grand style. From Lionel Messi to James Harden, the brand has built a roster of exclusive athletes, each boasting their own signature line. Yet despite this star-studded lineup, no track and field athlete has graced this elite category.

And that is EXACTLY what Noah aims to hit: the Elite group of athletes who have carved a name for themselves into the brand that speaks for all. His quest to join the ranks of sports legends who are immortalized by their own signature sneakers.