From the podium of Olympic renown to a set of very welcome brand deals, Suni Lee proves that a sport like gymnastics isn’t all about medals. It’s also about the Benjamins. She is already sending shockwaves with some sponsorships that put her on top. And this is not a place that she will let go of anytime soon. Suni Lee has added yet another notch to her growing list of Grade-A credentials. This time it is a deal with running shoe giant HOKA. And this cements Suni’s finances like anything.

HOKA just dropped its latest sneaker, the Bondi 9. And they didn’t want just any athlete to represent it. They wanted a household name. Enter Suni Lee, whose reputation for grit, determination, and star power made her fit like a glove. Let’s not overlook that this move comes days after Lee was announced as an official ambassador, proving that brands still view her as one of the biggest names in sports.

From Olympic glory to sneaker deals—Suni Lee’s latest money move.

When HOKA announced Suni Lee as their newest brand ambassador, it was a power move on both sides. For Lee, this is just another big NIL deal, consolidating the fact that her star power isn’t constrained by gymnastics. In the case of HOKA, all factors are directed at securing a young and dynamic athlete who exudes resilience and strength with a fresh crossover appeal in the realms of both gymnastics and lifestyle branding.

Lee’s Words on the Deal: “Behind the scenes of my shoot with @hoka ????✨ Exciting to be exploring my new city in the Bondi 9s #HOKAPartner.”.

Suni Lee’s net worth is estimated at $5 million by Source. Lee has been building her financial empire, and this new deal with HOKA merely adds another lucrative contract to her already extensive endorsement portfolio. Among many others, she has worked with the biggest names in the game. This includes names like Nike, Amazon, L’Oréal, and Toyota. She also has a deal with SKIMS, a luxury brand by reality star Kim Kardashian. These multimillion-dollar deals are cementing her status as one of the most marketable athletes of this generation.

NIL’s Power—how different is Suni Lee?

With many college athletes cashing in on NIL deals, Suni Lee is leading the pack. For this young lady, the road to stardom began in Tokyo with a gold medal, but capitalizing on such fame has been nothing short of an elite business strategy. The perks and benefits that come with these include $75,000 as Olympic medal bonuses. Her status as one of the first elite gymnasts to sign a NIL deal has also surged her follower count. This includes 3.5 million on TikTok and another 3.4 million on Instagram.

With the signing of Lee, HOKA continued its bold statement of intent in sports marketing away from a policy of signing track athletes or traditional runners towards building an ambassador roster, including the greatest gymnastics icons of the sport with huge global appeal.

HOKA’s statement on Suni Lee follows: “Suni—when thinking of resilience, determination, and high flying—couldn’t be more synonymous with the values that drive HOKA and our community. We can’t wait to fly alongside!” With brands now investing in NCAA stars before they even turn pro, Suni Lee positioned herself at the forefront of this new era.

An era where gymnastics champions are just as valuable as traditional sports superstars. The conclusion of this deal can make Suni the newest entry on a long list of athlete-turned-business moguls. Who knows, she might even join the likes of Usain Bolt and Michael Jordan. But one thing is for sure: winning medals is not the end-all for Suni Lee now. She looks forward to having an even more lucrative future.

And with 2028 LA just three years away, we just might witness the birth of a new revolution.