• Loading stock data...
Tuesday, December 3, 2024

Simone Biles’ Surprising Pivot from Nike to Athleta

  • Simone Biles is leaving Nike for Athleta, a brand that better reflects her values.
  • It’s the second high profile sponsorship departure for Nike this week.
Athleta/Design: Alex Brooks

Simone Biles usually turns heads with her unparalleled prowess as a gymnast, but on Friday she did it with an endorsement move.

Biles is ending her sponsorship with Nike and moving to Athleta, praising the Gap-owned brand for its work in uplifting women and girls. Biles said that “Athleta is committed to diversity and inclusion of all women, backgrounds, ages, sizes, abilities, and races.” 

It’s the second high-profile departure for Nike this week: the company could not reach a deal with Vanessa Bryant and Kobe Bryant’s estate to continue their 18-year partnership.

With Biles, winner of 30 Olympic and World Championship medals, now in the fold and its partnership with Allyson Felix, winner of 27 track and field medals, Athleta sponsors two of the most decorated athletes in history.

Felix called out Nike in a 2019 New York Times op-ed for cutting her and other female athletes’ pay when they could not compete because they were pregnant. Felix left Nike for Athleta that same year. The controversy caused Nike to change its maternity leave policies.

“The opportunity to encourage young girls to reach their full potential and be a force for change is incredibly powerful,” said Biles. She will release signature products with the brand.

In October, Gap Inc. laid out plans to close 350 Gap and Banana Republic stores, but wants to open 100 Athleta stores and double the brand’s revenue to $2 billion. Earlier this week, Athleta announced its expansion into Canada in both e-commerce and retail.

Nike said it wishes Biles “the very best” and that it will “continue to champion” the company’s female athletes.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Nov 1, 2024; Boise, Idaho, USA; Boise State Broncos running back Ashton Jeanty (2) leads the team onto the field prior to the first quarter against the San Diego State Aztecs at Albertsons Stadium.

Schools Are Scrambling to Prepare for the NCAA Revenue-Sharing Era

In the post–House v. NCAA world, “everyone’s kind of on their own.”
Nov 4, 2024; Kansas City, Missouri, USA; Recording artist Taylor Swift arrives prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.

The PWHL Could Be Inviting a Date With Taylor Swift’s Legal Team

The Toronto Sceptres may have opened a Pandora’s box of trademark issues.

Featured Today

Can an Elite Women’s Soccer School Survive the New College Sports Moneyball?

Santa Clara faces an uphill battle in the new college sports landscape.
Nov 16, 2024; Washington, District of Columbia, USA; Washington Spirit forward Trinity Rodman (2) celebrates after defeating NJ/NY Gotham FC in a 2024 NWSL Playoffs semifinal match at Audi Field. Mandatory Credit:
November 22, 2024

The Washington Spirit’s Business Makeover Carried Them to the Finals

The team’s return to the NWSL championship looks a lot different from 2021.
Nov 18, 2023; Las Vegas, Nevada, USA; Williams Racing driver Logan Sargeant of the United States (2) during the Las Vegas Grand Prix at Las Vegas Strip Circuit.
November 21, 2024

F1 Grand Prix Upended Vegas Last Year. Stakes Are High for Its..

Stakes are high as F1 gears up for a successful second act.
Classic Football Shirts New York Pop-Up
November 18, 2024

Vintage Soccer Jerseys Have Found a Sweet Spot in the Lucrative U.S...

The money-making shirts are at the prime intersection of memorabilia and fashion.
Kyrie Irving

Therapist Sues Kyrie Irving Over $400K Bill After Death at Family Retreat

The suit says she was stiffed on bills for a 150-person retreat.
Conor McGregor speaks to press on the red carpet before the premiere of Road House at the Paramount Theatre in Austin, Texas on the first day of South by Southwest, Friday, March 8, 2024. McGregor plays the character "Knox" in the movie.
November 26, 2024

Two Big Brands Drop Conor McGregor After Rape Civil Verdict

McGregor’s whisky brand won’t feature him going forward.
Oct 1, 2024; Brooklyn, New York, USA; Las Vegas Aces guard Kelsey Plum (10) drives past New York Liberty forwards Kayla Thornton (5) and Betnijah Laney-Hamilton (44) during game two of the 2024 WNBA Semi-finals at Barclays Center.
November 28, 2024

Kelsey Plum Backs Out of Unrivaled

She’s skipping the new league’s season, along with Caitlin Clark.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Juan Soto
November 26, 2024

Juan Soto Leads MLB’s Offseason Frenzy, Chasing $600M Deal

Soto reportedly has already received contract offers from five teams.
November 25, 2024

Mo Salah–Liverpool Saga Puts Saudi Arabia Back in Soccer Spotlight

The striker’s upset he hasn’t received an offer for a contract extension.
November 24, 2024

Max Verstappen Wins Fourth Straight F1 Title Despite Red Bull’s Down Year

The driver clinched another championship at the Las Vegas Grand Prix.
Despondent Giants quarterback Daniel Jones.
November 22, 2024

Giants Cut Daniel Jones Days After $23 Million Benching 

The Jones era in New Jersey is over.