• Loading stock data...
Thursday, March 28, 2024
2024 Best Venues nominations are open now through April 8! Submit Now

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

March 22, 2024, Brooklyn, NY, USA; Northwestern Wildcats guard Brooks Barnhizer (13) and Northwestern Wildcats guard Boo Buie (0) react in overtime against the Florida Atlantic Owls in the first round of the 2024 NCAA Tournament at the Barclays Center.

‘An Expensive Game’: March Madness and NIL Collectives Are Intertwined

At schools nationwide, collectives are fueling NCAA tournament runs and vice versa.
Iowa’s Caitlin Clark (22) waits to be announced in the starting lineup against West Virginia in a NCAA Tournament round of 32 game Monday, March 25, 2024 at Carver-Hawkeye Arena in Iowa City, Iowa.

The Women’s Trading Card Market Is Overlooked. Can Caitlin Clark Change That?

Traditionally, women’s sports cards have been a marginal part of collectibles.
The Sports Illustrated cover signed by Derek Jeter and Alex Rodriguez, February 27, 2019, at Don & Charlie's, 7501 E. Camelback Road, Scottsdale. Don Charlie S

Everything You Need to Know About the Ongoing ‘Sports Illustrated’ Saga

Understanding the strange state of affairs for the nearly 70-year-old publication.
podcast thumbnail mobile
Front Office Sports Today

MLB Opens Season With MLBPA, Ohtani, and Ownership Dramas

0:00
0:00

Featured Today

The Good, the Bad, and the Ugly: Inside the Big East’s Bizarre Online Subculture

Peeling back the curtain on the ‘phenomenally weird’ Big East online ecosystem.
Mar 21, 2024; Brooklyn, NY, USA; Stetson Hatters guard Stephan Swenson (30) reacts during team practice at Barclays Center.
March 22, 2024

First-Time NCAA Men’s Tourney Bids Could Be on the Verge of Extinction

Power and success are consolidating around the richest teams in college sports.
March 17, 2024

‘Everybody Was Under Suspicion’: The Day Selection Sunday Was Scooped

In 2016, the ‘Selection Show’ backfired when the bracket was leaked anonymously.
Sep 3, 2023; Seattle, Washington, USA; Orlando Pride forward Ally Watt (11) and Orlando Pride forward Julie Doyle (20) enter the stadium before the game against OL Reign at Lumen Field.
March 16, 2024

So Long, White Shorts: Here’s Why the NWSL’s Uniform Pivot Matters

There’s finally a growing trend to adapt women’s sports to women’s bodies.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
Spotify
Multiple - USA Careers

It Remains Unclear Which Authorities Shohei Ohtani Has Reported Theft of Millions to, If Any

A federal investigation is ongoing, but it’s not clear what it covers.
Tyreek Hill NFL wide receivers
March 25, 2024

The 25 Highest-Paid NFL Receivers

The Dolphins’ Tyreek Hill tops the charts with $30 million.
March 26, 2024

NBA Investigating Raptors Center Jontay Porter Over Suspicious Prop Bets

The league is looking into ‘multiple instances of betting irregularities’ in recent months, ESPN reported.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
T.J. Watt
March 25, 2024

The 25 Highest-Paid NFL Linebackers

At more than $28 million per year, the Giants’ Brian Burns holds the top spot as the highest-paid NFL linebacker.
NFL running back Christian McCaffrey
March 25, 2024

The 25 Highest-Paid NFL Running Backs

49ers superstar Christian McCaffrey is the highest-paid NFL running back making just over $16M.
Laremy Tunsil NFL
March 25, 2024

The 25 Highest-Paid NFL Offensive Tackles

The Texans employs the game’s highest-paid tackle Laremy Tunsil.
NFL Darren Waller
March 25, 2024

The 25 Highest-Paid NFL Tight Ends

Giants tight end Darren Waller leads the way at $17 million.