Track is dead to the general public and has only significant fractions of real fans among really competitive runners. Hobby joggers don’t even care about track and field. The average LetsRunner is the fanbase for Jakob, not the average reddit runner.
Kilian has appeal to an entirely different and much larger demographic and industry — the outdoors world. Skiers, climbers, backpackers, hikers, adventurers, cyclists, etc. The wide and diverse demographic that reads the Outside magazine’s now huge and conglomerate of diverse outdoor sports sites or everyone who shops at REI would know who is. Looking at shared instagram followers with me for example, six pro cyclists and even a climber that I follow also follow Kilian, but they don’t follow Jakob.