Drew Hunter, a highly touted high school track and field athlete, signed a landmark ten-year contract with Adidas at the tender age of 18, marking a significant investment by the brand in his potential to become a dominant force in American distance running. This deal, likely worth over a million dollars, solidified Hunter’s status as a rising star and generated considerable buzz around his future prospects. Fast forward nine years, and the narrative has taken an unexpected turn. As his initial contract neared its expiration, Hunter found himself facing a significantly reduced offer from Adidas, one he deemed far below his market value and insufficient for his evolving priorities as a husband and father. This unexpected turn of events forced Hunter to explore the open market, ultimately leading him to sign with Adidas’ competitor, ASICS.
The world of professional running, particularly in track and field and marathon running, operates shrouded in secrecy. Athletes’ earnings are primarily derived from sponsorship contracts with major brands, who invest heavily in the hopes of their athletes achieving Olympic glory, major marathon victories, or world championship titles. These brands, including giants like Nike, Adidas, On, and Under Armour, establish dedicated running divisions, complete with coaching staffs, athlete management, and even specialized training groups like the On Athletics Club, to maximize their investments. However, the renewal process can be fraught with uncertainty, and athletes often face drastic salary reductions based on the brands’ assessment of their past performance and future potential. This opaque system, governed by confidentiality clauses and non-disclosure agreements, makes it difficult to gauge fair market value and fuels a constant undercurrent of anxiety for athletes.
This opacity has created a challenging landscape for athletes, who often find themselves at the mercy of the brands’ subjective evaluations. Even Olympic medalists like Leo Manzano are not immune to these pressures, as evidenced by his experience with a significantly reduced Nike contract offer following his silver medal performance in the 2012 London Olympics. Manzano subsequently joined Hoka, a then-emerging brand that has since become a major player in the running shoe market. Similarly, athletes have faced contract downgrades due to pregnancy, participation in less prestigious races during the pandemic, and even simply due to age, as marathoner Kellyn Taylor publicly criticized. The lack of transparency within the industry makes it difficult for athletes to advocate for themselves and leaves them vulnerable to arbitrary decisions by the brands that control their livelihoods.
The central question raised by Hunter’s situation revolves around the definition of success in professional running. How do brands quantify the return on their investment, and what metrics are used to evaluate an athlete’s worth? Hunter’s career provides a compelling case study. While he hasn’t achieved the iconic status of past legends like Jim Ryun or Steve Prefontaine, he has solidified his presence in the sport through the co-founding of the Tinman Elite, a professional training group based in Boulder, Colorado. Along with his mother, Joan, who serves as the group’s coach, Hunter has cultivated a significant online following through their YouTube and Instagram channels, offering fans an inside look into the lives of professional runners. This innovative approach to fan engagement has helped build a strong community around the Tinman Elite and elevated the profile of its members, including marathoner Reed Fischer.
While Hunter has yet to secure a spot on a U.S. national team for a major championship, his competitive record boasts ten appearances in U.S. finals and championships across various disciplines. In 2023, he achieved personal bests in the 1,500 meters, 5,000 meters, and 10,000 meters, ranking among the top 100 athletes globally in each event. Although these accomplishments might not meet the traditional benchmarks of stardom, they demonstrate Hunter’s consistent performance and continued development as a runner. Furthermore, his role in establishing and promoting the Tinman Elite arguably adds significant value to a brand’s investment, generating exposure and promoting a sense of community among runners.
At 27, Hunter is arguably entering his prime as a distance runner, potentially with several peak years ahead of him. However, his priorities have shifted with the growth of his family. His primary focus during contract negotiations was securing financial stability for his wife and two children, a goal that ultimately clashed with Adidas’ reduced offer. Hunter’s decision to prioritize his family’s well-being over a potentially more prestigious but less lucrative contract highlights the difficult choices athletes often face. His move to ASICS, which presented a “very solid offer” deemed a “really good fit,” marks a new chapter in his career, one that aligns with his evolving personal and professional goals.
The transition to ASICS will necessitate significant changes for Hunter. He will need to separate himself from the Tinman Elite, the group he co-founded and which is now associated with his former sponsor. This separation will involve logistical and emotional adjustments, as he navigates new training environments and builds relationships with new teammates and coaches. With the 2028 Los Angeles Olympics on the horizon, Hunter, who will be 31 by then, is likely viewing his current contract with ASICS as a crucial stepping stone towards achieving his long-term goals. This contract may even represent the final phase of his track career, or it could serve as a springboard into a potentially lucrative marathon career, a path increasingly taken by successful track athletes as they mature. Regardless of the specific direction his career takes, Hunter’s immediate focus is clear: embracing his new partnership with ASICS and continuing to compete at the highest level.
