Since his retirement in 2017, athletics has routinely asked, “Where is the new Usain Bolt?”, but newly-minted world 100 metres champion Noah Lyles is doing his best on and off the track to bring his sport firmly into the public limelight.

The double world 200m champion claimed the 100m title with a personal best 9.83 in Budapest on Sunday, backing up his prediction of glory, if not quite the predicted 9.65 time, and will now seek to become the first man since Bolt to do the world sprint double.

Now-retired Jamaican superstar Bolt completed the sprint double three times at these championships, in 2009, 2013 and 2015.

Lyles’s achievements are being followed by the latest “behind the scenes” documentary and the 26-year-old is proud to be doing his bit for a sport that, in the United States in particular, has to fight tooth and nail for attention.

“I believe track and field needs to market itself better, it needs to be fun,” Lyles said after his victory, the fourth in a row in the event for the US.

“It’s easy to market me, I’m out there, but there are other stories, other approaches. I feel we have everything you need in track and that needs to be told better."

Lyles expects to claim a third successive 200m title, and the US will start as hot favourites in the 4x100 relay. He has predicted he can take down the great Jamaican’s 2009 200m world record of 19.19 seconds having already accomplished the “hardest part” of the series via the 100.

Canadian 21-year-old Ethan Katzberg took a stunning hammer gold on Sunday with a massive national record throw of 81.25 metres in the fifth round. Katzberg had smashed his personal best by more than two metres in qualifying and looked as if he could not believe he had triumphed in the final.