Athletics has often struggled to compete with other popular sports and activities. However, the Netflix series "Sprint" has been a hit, similar to other sports documentaries on Formula One, golf, and tennis. The six-episode series, set against last year's world championships in Budapest, has received widespread acclaim.

"The feedback's been fantastic wherever I've gone, from people that are interested in the sport or people who I think have now been introduced to a sport they had little or no understanding of. It's been terrific," said Coe on the opening day of athletics at the Paris Olympics. 

He noted that "Sprint" is currently the number one viewed Netflix sports series. "There will be other seasons," Coe added, with the second series being filmed at the Paris Games.  “It takes a special talent, both physically and mentally, to succeed in a world where your fate is decided in just 10 seconds,” Coe told Netflix last year.

He emphasised the importance of maintaining the excitement generated by the series, which has introduced many to the sport. Coe praised the series' "universality," contrasting it with other more monocultural sports. 

The Budapest championships saw athletes from 46 countries win medals and competitors from 75 countries place in the top eight, some for the first time. Athletics has missed a star like Usain Bolt, whose charisma and performances drew huge crowds. 

However, "Sprint" has highlighted new stars like US sprinters Noah Lyles and Sha'Carri Richardson, who are gaining fame and aiming for medals at the Paris Olympics. Others include: Shericka Jackson (Jamaica), Zharnel Hughes (England), Lamont Marcell Jacobs (Italy), Shelly-Ann Fraser-Pryce (Jamaica) and Elaine Thompson (Jamaica).