It might be the kind of pep talk track and field needs in an ever-expanding world of entertainment options.

 "I am the guy who wants to move past being track-famous. I want people to see me on the track, but in GQ and my docu-series, and realise I’m a cool guy too.

"Medals are the first step because then people pay attention to you.

"Then you can go into different directions: fashion, music. You can start collaborating with other people, artists and the world."

Lyles is also being filmed for an NBC Sports documentary and will also feature in a Netflix series on the 100m currently in production.

Although it is difficult to quantify potential market reaction or even increased public participation, there can be no denying that the Netflix series on Formula One and tennis reflected those sports in a way that made them interesting and seemingly more accessible.

While Lyles is revelling in the added attention, he has also spoken out against track and field's inability to hit the mainstream.

"We've got to do more. We've got to be presented to the world. I love the track community, but we can only do so much within our own bubble. There’s a whole world out there," he said, lining up the NBA in his crosshairs.