Track Star Turns Endorsement Magnet
Noah Lyles has long been the face of American sprinting, but now he’s fast becoming a branding powerhouse. In a sport where few athletes make serious money, Lyles has elevated his net worth to an estimated $5 million—and his latest move with Adidas could push that even higher.
Adidas x 100 Thieves Collab Puts Lyles in the Spotlight
Adidas just announced its SS25 Originals x 100 Thieves collection, with Lyles as the centerpiece. Dropping May 14, the lifestyle-meets-gaming fusion features waterproof Palos Hills sneakers, reworked Adilette slides, and stylish utility pieces like the QLT Liner jacket and 100T Zip Pants. Lyles, who lives the duality of gaming and elite sport, leads the campaign that blends fashion, athletics, and e-sports.
Beyond the Track: Lifestyle and Legacy
Lyles isn’t just endorsing this collab—he embodies it. With high-function gear and crossover appeal, he’s helping Adidas tap into a younger, digital-native audience. Industry insiders project a major sales spike, and with exclusive branded pieces under his belt, Lyles’ endorsement earnings are set to soar.
The Signature Shoe Debate
Despite the spotlight, Lyles has voiced frustration with Adidas over the lack of a signature shoe. Speaking on the Nightcap podcast, he recalled being invited to an event for NBA star Anthony Edwards’ sneaker launch—while still waiting on his own. “You’re giving [him] a shoe? No disrespect… How could you not see that for me?” Lyles asked, sparking widespread discussion.
Public Pushback and Personal Clarity
The tension peaked when Lyles skipped an Adidas event in Paris, igniting rumors. He later clarified that prior engagements—like walking in a Hugo Boss show—kept him from attending. His bold stance wasn’t personal, he said, but a strategic move to make Adidas take his value seriously. “What do you do when you feel unheard? You try to shout louder.”
Racing Into a Multi-Industry Future
Lyles’ Adidas extension through the 2028 Olympics and his front-facing role in lifestyle drops prove he’s no ordinary sprinter. With signature-style influence, unmatched charisma, and global appeal, Lyles is redefining what success in track and field can look like—on and off the track.