Owens helped promote the exploitation film Mom and Dad in African American neighborhoods.
He tried to make a living as a sports promoter, essentially an entertainer. He would give local sprinters a ten- or twenty-yard start and beat them in the 100-yd (91-m) dash. He also challenged and defeated racehorses; as he revealed later, the trick was to race a high-strung thoroughbred that would be frightened by the starter's shotgun and give him a bad jump. Owens said, "People say that it was degrading for an Olympic champion to run against a horse, but what was I supposed to do? I had four gold medals, but you can't eat four gold medals."