Jordan Chiles is a prominent name in the world of gymnastics. She has captured the hearts of fans and the admiration of her peers. Chiles shares a close bond with none other than the queen of gymnastics herself, Simone Biles, and the two best friends are always seen together. Recently, Chiles made headlines by joining forces with Nike, the sportswear giant. This came as quite a surprise, as Nike was the same brand that Simone Biles had cut ties with years ago. Biles’ decision to distance herself from Nike was rooted in allegations of unfair contracts and practices, a stance that reverberated across the industry. Amid the gymnastics GOAT Biles’ return this year, another new headline has emerged too.

Nike and the US Gymnastics joined hands and the brand revealed its largest-ever partnership with USA Gymnastics, extending the collaboration until the 2028 Los Angeles Olympics. Starting in 2025, this expansive partnership will include the provision of competition wear and leotards for the national team, covering international events. Forbes reported that Nike’s involvement would encompass both the 2024 and 2028 Olympics, indicating a deep commitment to the sport and its athletes. In a recent turn of events, Jordan Chiles too has joined forces with Nike, a move aimed at empowering and inspiring girls.

Jordan Chiles joins forces with Nike

In a recent Instagram story, Jordan Chiles shared a repost by the $148.22 billion brand Nike. In the story, the brand wrote, “THAT’S WHY WE PARTNERED WITH ATHLETES AND CREATORS FROM AROUND THE WORLD TO INSPIRE AND ENGAGE GIRLS IN CONVERSATION ABOUT THE POWER OF PLAY” Jordan Chiles was seen posing for the brand in a burnt orange gym outfit with many different and prominent athletes.

On their Instagram page, the brand announced, “When that voice creeps in and says, “You can’t do this,” we say, “You got this.” A little belief can lead to some major shifts in a girl’s perspective on…well, everything. Hear what this dream team of athletes, creators, and girls from all over the world has to say about how sport helps them overcome obstacles”. This partnership comes years after Biles, along with many others, voiced their opposition to the brand years ago.

How the controversy began with Biles and others

In 2021, Simone Biles made a significant move by switching her allegiance to Athleta, a subsidiary of Gap, and she said the brand “stands for everything that I stand for”. Biles’ choice to align herself with Athleta was seen as a statement. Furthermore, adding to the voices of female athletes demanding better treatment and equity in sports sponsorships. It all began when, in 2019, Allyson Felix, the track and field star, penned an article in the New York Times sharing her experience negotiating with Nike while she was pregnant. She asked Nike to guarantee that she wouldn’t face repercussions if her performance was affected during the months surrounding childbirth. In her own words, she stated, “I wanted to set a new standard. If I, one of Nike’s most widely marketed athletes, couldn’t secure these protections, who could? Nike declined, and we’ve been at a standstill ever since.”

Felix also pointed out that she initially joined Nike with the belief that she could help empower women and girls, aligning herself with a brand that professed a commitment to them. Her experience was disheartening, as it highlighted the stark contrast between Nike’s marketing image and the reality that many female athletes faced. In recent news, it’s been reported that Nike has shelved its future plans with the US gymnastics team. This development, in the backdrop of Nike’s status as the official sponsor of the US Olympic Committee, which includes a wide range of sports, is significant.

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Even at the 2023 World Artistic Gymnastics Championships, the USA Team including Biles, sported jackets adorned with the Nike “Swoosh”. Despite past controversies, Chiles has signed a deal with the brand, and many hope this new chapter will be a positive change in the world of female athletes and sports sponsorships.

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