When you think Nike, you think Jordans. Michael Jordan and Nike have had a legendary partnership, turning both into icons in the sports world. Now, GK Elite, the brand behind those eye-catching gymnastics leotards, is aiming for the same kind of magic with the GOAT herself, Simone Biles.

At the 2024 US Olympic Trials for women’s gymnastics in Minneapolis, Ari Saperstein, the host of the Blind Landing podcast, gave gymnastics fans an all-access pass. From the Olympic Box Suite to press conferences to drinks with the legendary Nadia Comaneci, it was a collection of unforgettable moments. The stars? Team USA’s Paris Olympians, Simone Biles, Suni Lee, Jordan Chiles, Joscelyn Roberson, and more. One standout moment came when Matt Cowan, CEO of GK Elite, caught up with Ari. They talked about GK Elite’s partnerships with Team USA’s women and individual contracts with each star.

Matt couldn’t help but gush about the mega-icon, Simone Biles. “What we’ve done with Simone is akin to what Nike did with the Jordan brand. You know, we have a Simone signature line.” Since signing with GK Elite in 2015, Simone Biles has collaborated on multiple limited collections, with her own dedicated section on their website featuring a line of exclusive leotards. GK Elite also appears to be following a similar trajectory to Nike’s early days with Michael Jordan, emphasizing a commitment to listening to its athletes. Let’s see how!

Back in 1984, when Michael Jordan was just starting out in the NBA, he had some big decisions to make about his sneaker deal. Adidas, Converse, and Nike all came knocking, but Nike stood out by really listening to Jordan. Jordan wasn’t thrilled with the colors in the first shoe design but Nike took his feedback seriously. Instead of just making him another face for their existing lines, they decided to create something special—a whole new brand around him.

So, on October 26, 1984, Jordan signed a groundbreaking $2.5 million deal with Nike, setting a new standard in athlete endorsements. The Air Jordan line launched in 1985 with its red and black colors, breaking NBA rules that the shoes must be 51% white, but Nike paid the fines and turned controversy into buzz. This move shook up the sneaker scene and laid the groundwork for Jordan Brand, a powerhouse in sports gear today.

Since 1997, they’ve built a solid business by dropping Air Jordan kicks and stylish gear, plus teaming up with top artists around the world. By 2022, Jordan Brand raked a whopping $5.1 billion for Nike. And get this—Jordan reportedly scored between $150 million and $256 million from that deal alone. So how is GK Elite following this strategy?

GK Elite follows Nike’s playbook of listening to athletes like Simone Biles to shape their strategy

Matt Cowan even explained on the Blind Landing podcast how each of the stars has special editions with the brand. “Based on their taste, you know, Simone is very royal high fashion.” Comparing the rest of the women’s styles, he said, “Suni is very elegant. Jade Carey is someone who loves strong, powerful lines that represent her gymnastics.” Leading up to the 2024 US Olympic gymnastics trials, each gymnast collaborated closely with GK Elite’s design team to craft their own custom leotards.

Unlike the standardized red, white, and blue team uniforms worn at the Olympics, these trials were a chance for athletes to show their personal fashion flair. At the 2024 Xfinity U.S. Gymnastics Championships in Fort Worth, Simone Biles drew inspiration from the quilted crisscross pattern of a Chanel handbag, and GK nailed the look. Reigning All-Around Olympic champion Suni Lee opted for a more understated vibe with Hunter green, while Jordan Chiles channeled Beyoncé’s “Renaissance” tour costumes for her design.

GK’s design director, Jeanne Diaz, who’s been with the company for over 14 years and has a gymnastics background herself, was thrilled to fulfill their visions. “We really pride ourselves in putting our whole passion and heart into each athlete to make sure they really feel special, because they are special to us,” she shared with WWD. When gymnasts collaborate with GK three or four months before their events, fashion becomes a priority because they trust GK to handle the crucial performance details behind the scenes.

At the Paris Olympics, you’ll see big names like Louis Vuitton, Nike, and others, but also standing tall will be GK Elite, outfitting Team USA’s gymnastics squad. They’re pulling out all the stops with custom outfits decked out in 10,000 hand-sewn Swarovski crystals. This year, they’re even adding pearls to some of the long-sleeved leotards, sticking to tradition.

Besides these showstoppers, GK Elite will offer replica designs priced from $50 to $100 for up-and-coming Olympians to train in, plus comfy tees for fans watching the Games. “This is our high-fashion moment. Our leotards borrow so much from couture as a nod to the host city of Paris,” Matt Cowan told Forbes. Reflecting on GK Elite’s journey to becoming synonymous with gymnastics, what are your thoughts on their inspiration drawn from Nike? Share in the comments below!