Sprinter Noah Lyles has publicly expressed frustration towards the NBA and Adidas concerning their approach to athlete signature shoe deals, stirring an Anthony Edwards signature shoe launch controversy. His comments came after being invited to an event celebrating Edwards’ signature shoe, which Lyles declined, questioning the merit of honoring an NBA player who has not won a Finals title, a sport he claims is undervalued by Adidas and the broader market.
Lyles’ remarks, initially reported by TIME Magazine, included pointed questions such as,
“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?”
Even before this event, Lyles stirred debate among NBA fans after disparaging the league’s championship games with comments like,
“World champion of what? The United States?”
Despite his criticism, Lyles did acknowledge respect for Edwards, but remained deeply frustrated with Adidas’ unwillingness to offer him similar opportunities in track and field.
Revealing Details Behind Lyles’ Frustration and Missed Shoe Deal Opportunity
During a recent podcast hosted by former NFL star Cam Newton, Lyles elaborated on the shoe deal situation with Adidas that began in 2023. He revealed that Adidas initially invited him to a shoe signing, but he was occupied with a fashion show for Hugo Boss at the time. When the opportunity to negotiate a new contract arose, Lyles made it clear he sought a signature shoe deal, citing his accomplishments as motivation.
“Because, I said, ‘Anthony Edwards has a shoe’, and I’m already a six-time world champion, and I’m prophesying that I’m going to be the Olympic champion. I believe I’ve done enough to prove that my worth is, you know, given a signature shoe, or at least having the conversation of it,”
Lyles said.
Despite his credentials and expectations, Adidas showed no interest in engaging further. Lyles recalled their dismissive attitude:
“They said ‘that’s not their department’, yada yada yada, dancing around the conversation. At the time, I was frustrated with them. Still am. That’s another story. About how they didn’t even want to have the conversation of it.”
Track and Field Athletes Face Challenges in Securing Signature Shoe Deals
Lyles highlighted a broader issue of how track and field athletes are largely overlooked in the signature shoe market, particularly when compared to other sports. He underlined this disparity by stating,
“And the point that I wanted to show America, leading off of that ‘World champions of what’ is this is the difference of how we track and field athletes are treated in the US. We’ve come back with world championships, Olympic golds. We’re seen by the world. They don’t even want to entertain the conversation of having a shoe.”
This situation is notable because track and field stars rarely receive signature footwear endorsements. Usain Bolt managed to secure a Puma signature shoe line in 2024, and Allyson Felix, previously associated with Nike, eventually launched her own footwear company, Saysh, in 2021 to wear custom spikes at the Tokyo Olympics. Yet, such cases are exceptions rather than the norm, underlining the challenges athletes face in this domain.
Comparing Signature Shoe Representation Across Sports
The contrast between track and field and basketball is stark. Nike alone has 15 basketball players with signature shoes, Jordan Brand has 11, and Adidas has 9 athletes, including Anthony Edwards. This imbalance provides context to Lyles’ criticism, as basketball players enjoy far more opportunities for personalized footwear lines than those in track and field.
Though Lyles’ comments drew sharp attention to these disparities, his method of critiquing the NBA and connecting it to Edwards’ success has drawn mixed reactions, as some view it as an unfair conflation of unrelated issues.
Noah Lyles Achieves Olympic Success Amidst Uncertain Shoe Deal Status
In line with his predictions, Lyles won the gold medal in the 2024 Paris Olympics, solidifying his status among the world’s elite athletes. Despite this historic achievement, there has been no confirmation or indication of a signature shoe deal in the works for him. Meanwhile, signature shoe releases remain highly influential in basketball, exemplified recently by a notable drop from Edwards’ line.
Anthony Edwards’ AE 1 Low “Year of the Snake” Returns to Market
The 2024-25 NBA season saw Anthony Edwards and his Minnesota Timberwolves reach the Western Conference Finals for the second consecutive year, although they fell short against their opponents by losing four of five games. Despite the disappointing finish, Edwards experienced a strong season, which Adidas acknowledged by relaunching a new colorway of his signature AE 1 Low sneaker.
This return, called the “Year of the Snake,” was inspired by Edwards’ Chinese zodiac, featuring a color scheme blending Core Black, Almost Pink, and Lucid Fuchsia to create a snake-themed aesthetic. Sneaker journalist Mario Briguglio described the shoe as combining lightweight agility with MVP-level confidence, designed for both explosive performance on the court and stylish streetwear looks.
The sneaker originally debuted during the Lunar New Year celebration in 2025 and returned due to popular demand, with its re-release scheduled for May 30, 2025. Priced at $120, this sneaker presents an accessible option compared to many high-end basketball shoes on the market.
Implications of Lyles’ Critique and What Lies Ahead
Noah Lyles’ outspoken criticism underscores a significant tension within the sports industry regarding recognition and marketing opportunities for athletes in less commercially dominant sports like track and field. His disappointment with Adidas and indirect censure of the NBA through the Anthony Edwards shoe launch highlight ongoing disparities in athlete sponsorships and brand support.
As signature shoe lines continue to grow in influence among basketball players, Lyles’ challenge may encourage brands to reconsider their engagement with elite athletes outside of traditional money sports. Fans and industry watchers will be following closely to see if Lyles eventually secures a signature shoe deal, potentially setting a precedent for other track and field stars striving for greater visibility and endorsement opportunities.