I think you're targeting the wrong year. You're looking at 2016, which is less than a year away from happening. Those athletes need to have their s--- together already.
Look to 2020 instead. You know over the next year or two a few high caliber NCAA athletes are going to graduate and get some crap deal that amounts to shoes and incentives, but no actual money. Some of them are going to be big talents with bright futures who just end up quitting the sport because they aren't in contention for a national title in the next few years, which right now is kind of the minimum requirement to stay in the sport.
Get like 5 of those 22/23 year olds and sponsor them. Sponsor them for 2020. Don't care so much whether they boom or bust, just make sure they are required to blog regularly, do all kinds of press releases for them, and just make their stories real. We'll love them because we have runners to follow for a change and even if a few do terribly it won't have been a wasted investment since you still got regular human feature stories out of it.