NCAA Star Samuel Turns Pro, Shoe Sponsorship Battle Looms

New Mexico distance runner Habtom Samuel, arguably the most decorated athlete in the program’s history, is foregoing his final season of collegiate eligibility to turn professional. The five-time NCAA champion announced the decision Tuesday, signaling the end of his tenure with the Lobos as he transitions to the professional circuit.

Samuel’s departure comes on the heels of a historic junior season. He swept the national titles in cross country, indoor track, and outdoor track, winning the 5,000-meter and 10,000-meter events at the NCAA Outdoor Championships last month. Despite previously indicating a definitive intention to return for his senior year, Samuel determined that his current market value and the opportunity to test himself against elite professionals made this the appropriate time to exit the collegiate ranks.

While Samuel will complete his final semester of coursework remotely, the immediate focus for the industry will be his footwear and apparel endorsement. Samuel has spent the last two years competing in a Name, Image, and Likeness (NIL) partnership with Deckers Outdoor Corporation brand HOKA. University coaches anticipate significant interest from major shoe companies looking to secure his services, though Deckers currently holds an existing relationship with the athlete.

Deckers Outdoor Corporation, the parent company of HOKA, currently trades with a market capitalization of approximately $14.73 billion. The stock recently closed at $105.67 and is up 0.39% in the current session. While the company is known for a broad portfolio of footwear, apparel, and accessories, its performance running segment has become a critical growth driver. Securing a professional runner of Samuel’s caliber— who has already posted world-leading times and defeated Olympians— would be a notable move within the competitive landscape of high-performance running gear.

UNM head coach Darren Gauson indicated that Samuel consulted with professional peers, including former Lobo and Olympic medalist Josh Kerr, before reaching his conclusion. Gauson noted that after dominating the NCAA level, Samuel faced diminishing incentives to return, particularly given the financial risks associated with potential injury at the collegiate level.

What to watch

• Formal announcement regarding Samuel’s professional shoe contract and whether he remains with Deckers Outdoor Corporation’s HOKA brand.
• Future race schedules and results as Samuel transitions to professional fields.

Source: original release