Lyles, who is celebrated for his charisma and was featured in the recent Netflix docu-series "Sprint," is now seen as a key figure in athletics. Coe remarked, "I have to be relatively agnostic, but if I'm wearing a promoter's hat, then him winning last night was important because he's now creating a narrative that is heading us back into the Usain Bolt territory."

Coe noted that Lyles' appeal extends well beyond the athletics community. "It's a face that I've now got young people talking about. And I know that not just from being in the stadium here or being in the athletics world" he said.

"I know what they're talking about. I know friends of mine who've got young kids, they're now talking about Noah Lyles in the same breath as some of the highest profile sports men and women in the world."

Lyles, who previously suffered with depression, after his victory, emphasised the need for athletics to enhance its promotional efforts and expressed hopes of securing a major endorsement deal similar to Michael Jordan’s. 

Coe acknowledged Lyles’ aspirations, noting, "I can understand that. That's between him and his shoe company. But look, what he is recognising and reflecting on is that he is beginning to transcend his sport, which is really what we want them all to do."

Coe praised Lyles' remarkable performance, which included a historic win by just 0.005 seconds, the closest margin of victory in a 100m final in modern Olympic history. "What he has is what all great individuals and great teams in sport have, when it really matters, they find a way to win, and that's what he did last night," Coe stated. 

He added that despite not having standout performances in the preliminary rounds, Lyles delivered an exceptional final, proving his ability to rise to the occasion. Furthermore, Coe commended Lyles for embracing his role as an entertainer.

"I've always said, performance is your passport, but promotion is everything," Coe added. He then emphasised that Lyles’ impact goes beyond just winning medals, noting, "He wants to fill a stadium and he also wants to fill a press conference." Coe believes Lyles' dynamic presence and perspectives are crucial for the sport, encouraging a broader and more engaging narrative in athletics.