Not be a dude. Be sponsored by New Balance instead of Nike.
Half true jokes aside, he needs more personality. Jakob and Kerr have their trash talking back and forth that gets folks interested in them as *people* (aka personalities). Relatability is key...look to Craig Engels as an example and how he's managed to have such a huge following of fans for so many years by being out there with kids at XC and track races (he probably gets the loudest cheers when he comes to Raleigh for the Sir Walter Miler out of anybody I've seen here over the years).
Mid- and long-distance runners in the USA need to have a curated social media presence to get the same attention and actually create interest in the sport.