Track and field might bring the speed, the drama, and the gold medals, but it doesn’t bring the cash. Ever wonder how Noah Lyles is sitting on a $5 million net worth in a sport where even Olympians sometimes have to pick up side gigs? If you’re not one of the chosen few with a sponsor, surviving in this sport is a hustle. Prize money is hit or miss, appearance fees are only for the top dogs, and TV deals? Forget about it. Want to know how rough it is? Just ask any unsponsored athlete scraping by on part-time jobs and ramen noodles. But Lyles? He’s not just surviving—he’s thriving. And his latest power move is proof he’s playing chess while others are still stretching.
Remember when Noah Lyles made waves early in 2024? His Adidas deal was everywhere. Why? Well, it wasn’t just any deal—it was a major power move. Adidas, the global giant valued at $16 billion, locked Lyles down in February 2024 with a contract extension that’ll see him sporting their gear all the way through the 2028 Olympics in Los Angeles. The exact numbers? Not revealed (NDAs, of course), but insiders are hinting it could be in the same ballpark as Usain Bolt’s $10 million-a-year deal with Puma. But just when you thought Lyles’ name couldn’t be on the radar anymore, Adidas dropped another bomb that seems to add more to his deal.
Adidas shared a video on X, showcasing their latest collab—and guess who’s front and center? That’s right, Noah Lyles. The video teased the new Adidas Originals x 100 Thieves SS25 drop, a collection that fuses fashion with function and brings together sports and e-sports in one epic lineup. This is round three for the Adidas x 100 Thieves dream team, and Lyles is leading the charge. Dropping May 14, the collection includes game-changing upgrades like waterproof Palos Hills sneakers, fresh new colorways of the 100T Savage, and reworked Adilette slides that are as stylish in the streets as they are in the gaming world.
Champion mentality, online or offline. Analog explorer meets digital world.
Fusing gaming and the outdoors, much like @LylesNoah, adidas Originals x @100Thieves SS25, launches on May 14th on https://t.co/cQFIcHhXGp, https://t.co/M8JbHnC4bP, CONFIRMED, adidas stores and via… pic.twitter.com/gu2sobiR65
— adidas Originals (@adidasoriginals) May 7, 2025
But here’s the kicker: It’s not just about the shoes. The apparel is on another level. We’re talking ultra-functional 100T Zip Pants, deep enough to stash your dreams, and the sleek, quilted QLT Liner that brings serious drip to any fit. Add in a co-branded cap, socks, and a slick everyday bag, and you’ve got a full-on lifestyle kit that works from the grind to the chill. And Lyles? He’s not just the face of this—he lives it.
Industry insiders expect the collaboration to drive significant sales, and with Lyles fronting exclusive branded products, the deal is widely projected to deliver a major boost to his endorsement earnings—and by extension, his net worth.
Bottom line? Track might not be the money machine other sports are, but Noah Lyles is proving you don’t need a league to build a legacy. He’s flipped the script—turning speed into style, gold medals into brand gold, and a track career into a cross-industry empire. And when that Adidas x 100 Thieves collection hits on May 14, don’t be surprised if it sells out in a heartbeat—just like one of his races. But let’s be real: Lyles’ rise to the top hasn’t been all smooth sailing. Big moves like his don’t come without a little controversy along the way.
Noah Lyles calls out Adidas for ignoring his signature shoe
Back in 2024, Noah Lyles caused a stir with his comments about Adidas and his frustration over not having his own signature shoe. Appearing on the “Nightcap” podcast with Shannon Sharpe and Chad Ochocinco, the 100m Olympic champion clarified the situation. In June of that year, TIME published a cover story where Lyles expressed his disappointment after Adidas invited him to an event for Anthony Edwards’ signature shoe launch while still not offering him his own. Lyles said, “You want to invite me to [an event for] a man who has not even been to an NBA Finals? In a sport that you don’t even care about? And you’re giving him a shoe? No disrespect… All I’m asking is, ‘How could you not see that for me’?”
The controversy reignited when Lyles didn’t attend an Adidas event in Paris, where Edwards was gifted a pair of gold AE 1s for his Olympic success. Lyles quickly took to social media to address the rumors, tweeting, “There is a rumor going around that I did not go to @theantedwards_ shoe release because he didn’t deserve it. That is not the case… The problem was finding time based on my prior engagements.” He explained that his packed schedule, including walking in a Hugo Boss show in Milan, made it impossible to attend. “There was no way I was going to be able to walk and then get on a flight and then have energy enough to be able to go to this event.”
In his podcast interview, Noah Lyles further explained his frustration with Adidas, admitting that he felt “unheard” during contract negotiations. “What do you do when you feel unheard? You try to shout louder,” he said. His comments in the TIME article were his way of drawing attention to his desire for a signature shoe, something that even track legends like Michael Johnson never had. “I had to stand on my decision in that moment,” Lyles added, stressing that his bold remarks were necessary to make sure Adidas took him seriously. His statements during the Paris Olympics, where he said, “There’s money in sneakers,” highlighted his push for more recognition in the footwear space, solidifying his stance that track athletes deserve their own signature shoes.
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