“I think they stand for everything that I stand for” is what drew Simone Biles to her now sponsor, Athleta, who she joined after a partnership with Nike from 2015 to 2021. As huge as the step was for the GOAT, it also represented something very meaningful and close to her heart: her individuality, not just on the mat but off it, too!

“Using my voice has been very empowering for me and I am grateful to embark on this new journey with Athleta to inspire young girls and women to do the same.” After a huge leap and chaos, Simone was seen in her ex-sponsor’s attire recently during the podium training of the US gymnastics Olympic trials. Why so?

Amidst ongoing negotiations with USA Gymnastics, Nike has secured a multi-cycle deal, covering not only the upcoming Summer Games but also the subsequent Olympic cycles. Biles’ reunion with the iconic brand represents a pivotal moment in her athletic journey, blending heritage with evolving partnership dynamics.

Simone Biles recently shared playful photos on Instagram just before the US gymnastics Olympic trials in Minneapolis started. Captioned “olympic trials 🤎,” the post showed Biles posing in a brown Nike sweatshirt and matching biker shorts, standing confidently before the event’s logo. Despite Biles’ departure from Nike in 2021, the athletic giant extended its partnership with US gymnastics through the Los Angeles Olympics in 2028. USA Gymnastics’ president, Li Li Leung, praised the ongoing collaboration, highlighting Nike’s trust and belief in their collective efforts. She said, “It is incredible that a corporate partner such as Nike … (has) the trust in us and belief in us that we have turned around”.

The deal is noted to be the largest ever in terms of annual value and total value for the national governing body. The deal will also help USA Gymnastics to shift its corporate perception of being under-managed and away from Larry Nassar. However, in 2021, when Biles ended her contract with Nike, there were speculations that it was because of the toxic environment in the headquarters and the contracts that penalized athletes for becoming pregnant.

Famously, there was the case with Allyson Felix, where Nike proposed cutting her deal in almost half after she became pregnant. There were also rumors of verbal abuse from a Nike coach. Simone, being quite vocal about the abuses gymnasts go through, it was only obvious for her to align herself with a brand that sits in line with her belief system. Moreover, at that time, Athleta had agreed to back Biles in her exhibition tour across America just following the Olympics. They were also eager to launch a clothing line in collaboration with Simone.  

Female gymnasts bringing in big sponsors for US Gymnastics 

Athleta, the activewear brand, launched its inaugural linear TV ad in anticipation of the Paris Olympics. Featuring gymnast Simone Biles, the ad highlights her alongside fellow Olympian Katie Ledecky as part of Athleta’s Power of She collective. The campaign includes digital and out-of-home creative showcasing Biles practicing in an empty gym, underscored by a musical refrain echoing her famous response to journalists, “just because she can.”

Biles, recognized as one of the world’s most decorated athletes, enjoys lucrative sponsorships with brands like Visa, Uber, and Beats by Dre. In contrast, gymnast Shilese Jones partners with Pvolve, a fitness company specializing in movement-focused fitness. “We are here,” said Biles in the campaign, embodying determination. “We are here for deep breaths and running starts, for bold choices on big stages, and for pounding hearts and personal bests. It’s about hearing yourself over the crowd and landing in your power. We are here.” Biles’ words reflect her athletic journey and resonate with Athleta’s mission to empower women through sport and self-expression.

The influence of women’s gymnastics extends beyond Biles, as rising star Skye Blakely recently announced her partnership with Nike. Blakely, a two-time world champion and three-time Pan American medalist, inked her deal with the company last year. Similarly, Jordan Chiles has garnered sponsorship from diverse brands such as Propel, Pottery Barn, and Doordash over the years. Jade Carey joined Biles in collaborating with Athleta, Gap’s female activewear brand, while Konnor McClain was sponsored by GK Elite before her withdrawal. These sponsorships underscore the significant appeal and marketability of women’s gymnastics athletes worldwide.