Note: Single-source report; awaiting corroboration.
World Athletics President Sebastian Coe explained that the inaugural Ultimate Championship was developed with athletes at its core. He noted that, had this format been available during his own career, he would have embraced it for its emphasis on competitive, head-to-head racing, especially in a championship season. The event will feature Olympic champions, world champions, recent Diamond League winners, and record-holders, all highly motivated to compete. Coe stressed that the initiative aims to showcase the best athletes, with decisions guided by their interests to ensure authenticity and engagement.
Coe expressed skepticism toward organizations that merely claim to be athlete-centric, highlighting the importance of genuine listening and partnership with athletes on commercial terms. He shared that athlete feedback has prompted modifications to the event, showing a commitment to making the Ultimate Championship distinct. Coe stated the goal is for athletes to value the event and see it as innovative, even if they initially approach it with caution.
Several athletes serve as Ultimate Stars, contributing beyond competition. For example, Noah Lyles has participated in media interviews, Melissa Jefferson-Wooden is engaged in youth initiatives, and Mondo Duplantis composed and performed the event anthem. Coe said these contributions demonstrate athletes' diverse talents and amplify the event's reach.