Track and Field is one of the lesser sports in America these days. Think about it. If there's a male athlete who runs really fast on the track, but also plays another sport very well, he'll go more towards that other sport. Outside of the diehards, how many people knew that Willie Gault and Bob Hayes were track stars? Plus, there have been a ton of NFL players who ran track in high school or even college that chose to play in the NFL.
If there was a US born male athlete who had Justin Gatlin's speed, but also had the football skills of a Deion Sanders or Jerry Rice, which sport do you think the athlete would go to? Track and Field, where even if he's successful, nobody will know who he is? Or the NFL, where he has a chance to become a major star if everything goes his way? He'd likely take the latter.
Track and Field is so irrelevant in the United States, Allyson Felix should have been a household name in America with all of the medals she has won. Look at Simone Biles. The Gymnast with 4 Olympic gold medals was on Dancing with the Stars this last season and has had commercial endorsements. Serena Williams is one of the top female athletes in America, if not the world. Plus there are a ton of stars in the NFL, NBA, MLB and NHL. The casual American sports fan will recognize names like LeBron James, Steph Curry, Cam Newton, Sidney Crosby, etc. They don't know who Allyson Felix is. Felix is a very beautiful woman, is reportedly super nice and super charming, wins a lot of medals and has marketability to be the face of the sport in America.
Perhaps it has a lot to do with the drug scandal that affected Team USA after the Sydney Olympics.