In 1996, Michael Johnson won the Men’s 200 meter event at the Athletics Competition of the Summer Olympics in Atlanta. Since then, he has been working on launching a track league that will showcase the sport’s top athletes and rivalries, while also engaging fans. In February, Johnson announced his plans to launch the league in 2025.
To increase interest in the sport, Johnson has enlisted three agencies to promote the league through fan-focused storytelling. Doubleday & Cartwright will develop the league’s graphic identity and work with athletes to create their own identities. Two Circles will provide insights on engaging new and existing fans, while SRK Strategies will handle public relations. The league is set to reveal more details in June with competition scheduled to begin next year.
The Winners Alliance, the for-profit arm of the Professional Tennis Players Association, is leading this project as an investor and will operate it. This track league aims to generate interest in athletics by limiting events and athletes during the season from April to September. Its goal is to showcase some of the sport’s top athletes and rivalries while engaging fans as well.
