The barrage of scandals never stops striking Nike while the brand moves forward with new promises. When reaching the top is rarely straightforward, what appeals to modern consumers is the brand vision that makes it a profit assurance for the business. Many athletes have terminated their partnerships with the company after experiencing its dreadful contract-related practices. The pressure built up has always been immense on the athletes every time a story comes to light. Kudos to their efforts in bringing attention to pressing issues, while the world decides its stance.

While the public’s attention was focused on the GOAT of gymnastics, Simone Biles‘ powerful comeback, another major headline joined in. As excitement for the 2024 Olympics intensified, Nike and the US Gymnastics team made an announcement. The news caused an internet stir due to the past disagreement surrounding the two entities. Would it be too far-fetched to assume the ploy of profiting from one’s athletic image?

Gymnastics team steals limelight ahead of Olympics

Nike recently announced the largest-ever partnership with USA Gymnastics until the 2028 Los Angeles Olympics. From 2025, the majestic partnership will expand and include all competition wear and leotards for the national team performing in international events, reported Forbes. The brand will supply apparel and footwear for USA Gymnastics and National team participants in both the 2024 and 2028 Olympics. The timing of this magnificent collaboration—a month after Simone Biles announced her comeback to the professional field—is what initially caught people’s notice. None of the team members made any remarks after the news.

Now, the internet has its skepticism about Biles’s earlier association with Nike despite the change in the global brand’s change in policies over the years. Back in 2021, after years of being sponsored, the gymnast notably switched to the women’s apparel company Athleta. At the peak of her career, she took notice of many scandals involving how Nike handles its female employees and sponsored athletes. After joining Athleta, a Gap subsidiary, Biles asserted it “stands for everything that I stand for.” 

Call it a master plan, but Nike seems to have future plans ready just as Biles made her comeback. The World Championships, Gymnastics Team Trials, and the Olympics are just a few of the 20 international competitions in which USA Gymnastics teams will participate annually. Additionally, the Nike swoosh will be seen on leotards used by USA Gymnastics for the first time, boosting their brand value.

The ‘disrespectful’ behavior

Back in 2019, track and field star Allyson Felix wrote an article about her experience negotiating her contract with Nike while she was pregnant. She asked Nike to provide her a formal assurance that she wouldn’t lose her position if she didn’t race well in the months leading up to giving birth. Felix said being asked to participate in the ad campaign after that was “just beyond disrespectful and tone-deaf.”

Following this, she revoked her sponsorship and joined Athleta the same year. Although the eruption never entirely subsided, Nike has already shelved its future plans with the US Gymnastics Team.

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Nike is also the official sponsor of the US Olympic Committee, which includes the NFL, MLB, and both the men’s and women’s national teams for baseball, basketball, and soccer. Despite the fact that Nike has always been the subject of controversy whenever a new arrangement is announced.

READ MORE “If Simone Has Enough Chalk or Tape on Her”: Olympian Finds Relief in Simone Biles’ Comeback After Wild Speculations