He lets you rub all over him then bolts when he sees the halter, does he snort and get wide eyed or just bolt? If it is fear he will snort and get wide eyed, if he is just playing games with you and bolts that is being a brat. Can you get him into a round pen, or small paddock where you can move his feet without getting exhausted yourself. In a small space you set him up for success, when he lets you rub on him and is quiet he gets to stand. When you go to put the halter on and he bolts chase him like a crazy person for bit then lower you energy and let him stop, if he approaches you great, if not approach him and rub him. Rub him with the halter act like you don't care about putting it on him, if he moves off chase him again. If he is just playing games he will soon realize that it is not fun anymore and let you put the halter on. If it fear based then you can do the same thing but do approach and retreat, rub him with the halter to the point he will tolerate it, if he will tolerate it for two seconds retreat at one second, and keep going until you can rub it all over him.
Since he was broke and ridden in the past it is more likely he is being a bully, and is seeing what your going to do about it.