Michael Johnson, a four-time Olympic gold medalist, recently secured over $30M from investors and strategic partners for a track league he plans to launch in 2025. Winners Alliance, the for-profit arm of the Professional Tennis Players Association, will be the lead investor and operating partner for the league. Johnson’s goal is to create a series of events during the track season from April to September that will showcase top athletes and create rivalries to engage fans and elevate the sport.

In order to generate interest in the league and promote its athletes, Johnson has enlisted the help of three agencies. Doubleday & Cartwright, a creative studio with experience working in sports and culture, will assist in creating the graphic identity for the league and individual athletes. Two Circles, a data-driven sports marketing agency, will provide guidance on modernizing products with fan data and attracting new fans. SRK Strategies will focus on public relations for the league, with founder Ben Sosenko leading the effort.

The league, which has yet to announce its official name, is set to reveal further details in June with competition expected to begin the following year. By focusing on storytelling, engaging fans, and creating a competitive atmosphere, Johnson hopes to add excitement and interest to the world of track and field.