“We’re Trying To Take Over”: Sha’Carri Richardson’s Bold Claim Surfaces After Signing With $42 Billion Brand Collaboration

Sha’Carri Richardson, the current world champion in the women’s 100m, is gearing up for her first appearance at the Olympics. But not just on the track, she is making quite a mark in the entrepreneurial world as well. This year already she signed a multi-year deal with Nike and last month she secured a partnership with the $42 billion worth company Danone.

Last month, Sha’Carri Richardson officially teamed up with Danone’s international brands, including Oikos, Activia, and Too Good & Co. Joining her are popular gymnast Jordan Chiles and soccer star Kristie Mewis, who also partnered with Danone, sharing a vision beyond Olympic medals – a vision for empowering women in sports. This takes us back to the comments by Richardson after she joined Danone’s campaign last year.

“Our voices are very important,” Sha’Carri Richardson shared a message after partnering with Danone

Richardson’s decision to join Danone’s campaign was a “no-brainer” as she believes the brand is “on the path of change and prosperity”. After partnering with Danone, Sha’Carri Richardson emphasized the importance of women’s voices in sports, stating, “Our voices are very important to make everybody understand that women are strong and powerful.” Recently, SCR shared a post on Instagram in which she shared a post promoting Danone alongside Jordan Chiles and Kristie Mewis. But before hitting the global stage, they reunited with Danone to prepare themselves and inspire others through the yogurt brand’s “Nourish Your Hustle” campaign.

In December 2023, the trio sat down exclusively with PEOPLE to discuss their collaboration with Danone. Sha’Carri Richardson, who believes strongly in the growing presence of women in sports, asserted, “This generation is showing that women have just as much of a presence in sports as men,” before adding with determination, “Actually, we’re trying to take over.” This is prevalent not only in the sporting arena but in the realm of brand deals and endorsements as well. Sha’Carri herself has proved it repeatedly.

Richardson has been driven by a desire to prove herself, especially after she missed out on the Tokyo Olympics. “I’m not back, I’m better,” Richardson famously said after breaking the record in Budapest, Hungary last year. In her interview with PEOPLE she talked about this slogan. She said, “That slogan comes from knowing that I’ve been in the world. I’ve been in the world in a way that not necessarily is the way a lot of people could handle or really bounce back or survive.” Well, not only she has survived but now she is thriving as well.

Recently, Sha’Carri Richardson inked a massive USD 20 million deal with sportswear giant Nike for a span of five years. It is touted as one of the most significant deals in track and field. Interestingly, the components of the deal are very aligned with Sha’Carri’s beliefs. Nodding her fashionable self, the deal will create a signature line by Richardson. Designed specifically for women of all shapes and sizes, the line reflects Richardson’s personal style and advocates for women’s empowerment through fashion.

It also recognizes Sha’Carri’s involvement in mental health advocacy. She will work on campaigns, events, and initiatives to raise awareness and destigmatize mental health challenges in sports. She will also collaborate with Nike’s innovation team to create gears that enhance performance and revolutionize sprinting. This is not the only occasion when she created ripples in the endorsement world.

Sha’Carri became the first female to partner with the beverage brand Sprite. The brand used the collaboration to revive its legendary ‘Obey your thirst’ campaign, launched 30 years ago in 1994. Apart from these, she has become the prominent face of brands like Beats by Dre, Android, and Apple Music, among others. Notably, after 2021, Sha’Carri’s on-track performance also skyrocketed alongside her brand deals.

2023 proved true for Richardson, marking a significant year in her career. Now, with her sights set on the Paris Olympics, Richardson faces the challenge of qualifying through several races to secure her spot for Paris 2024.

Sha’Carri Richardson’s road to Olympic qualification

Sha’Carri Richardson is gearing up for another event at the prestigious Prefontaine Classic Diamond League on May 25th. She will be the part of 100m race. Her participation adds excitement to the competition, where she’ll face tough challengers like Julien Alfred of St. Lucia, the reigning 60m world indoor champion, and Marie-Josee Ta Lou-Smith of Cote d’Ivoire, a seasoned sprinter.

Richardson is yet to clinch a victory in this year’s Diamond League season yet, but as we know she has seen it all. She has showcased strong performances by securing second place over 200m at the Diamond League opener in Xiamen and placing third a week later in Suzhou. Taking all these together, anticipation for her upcoming performances remains fervent.