Cole Hocker to Nike: "Yesterday's price is not today's price"

Don't underestimate how the youth look up to him. He's definitely worth more now same with Yared. And Kerr last year.

Youth cares a lot more about what the stud on their team wears than some pro. Is he worth more than Nuguse? Sure. But again how many sales do you think Nuguse was pushing?

in the end the companies need a few athletes as pros to show they are competitive. But the individual just doesn’t matter much.

hocker isn't a marketable athlete

Inflation has been just as bad or worse in most european countries. But the strong dollar vs. weak Euro it is a great time to be an overseas traveler.

He’s a great runner and Olympic champ, but he is kind of a chump. He didn’t show much respect to Centro the second he beat him. So is it any surprise he is acting like this?

Bro still gets rolled on the circuit. Better not get too uppity.

Have to agree with this, at least from my limited perspective. Outside of people who care about middle-distance running, I'm having a hard time seeing his appeal. Syd on the other hand, is MASSIVELY marketable. She has looks that transcend the sport big time.

He could sell the ship out of Tracktown pizza on local access commercials . That’s at least 2 mil a year! And be a guest on Nick symmonds YouTube channel… that’s another 10 million easy

I assume that he is on contract for a while so his price can't change.

Could be targeted at MJ's new Grand Slam league. As far a track is concerned, they seem to have deeper pockets than most.

Nooooo, more fake news. "The love of money is evil".

Are you referring to the guy who, according to multiple media sources and a police report, publicly threatened to kill Danny Mackey?

Nike is one of the biggest companies in my home-state of Oregon and I grew up with them, but they are notorious for low-balling T&F athletes when it's time to renew contracts. I'm still pissed off for friends I know who delivered national championships and made World and Olympic teams for Nike, only to be discarded a year later for having babies or having an injury.

Cole Hocker will always be a freakin legend among track fans, but I'm not sure he'll get the Nike deal he wants- largely because Nike is pulling back from track spending and the money will go to the scads of traditionally beautiful US women who win gold (who also deserve to get paid, I just wish there was enough money to go around). Centro is probably more traditionally handsome and "marketable," but even when Nike was investing more in track they didn't really bother marketing him.

Honestly Cole seems like a pretty good fit for someone like Tracksmith or Vuori- smaller apparel-only manufacturer who can pay him bank and capitalize on his story. Plus that way he can continue to run in the shoes that work for him.

JFC people here are stupid. It’s a saying referring to setting new goals. All he means is now that he won gold, he is going to set new goals/ new expectations of himself

"JFC" really? I don't think so Tim.

This is what Jesus would do.

I don't know if he'll get more money from Nike or any of his sponsors or if he will do some endorsements now for a while as he basks in the glory of his Gold Medal performance, but he has earned the right to test the waters any way he wants to, and he's not a jerk for doing so.

can't tell if no one is a Pusha T fan or it's just going unsaid