2021. The much-awaited Tokyo Olympics were just 3 months away when Simone Biles took a tough call, one that no one expected. After a 6-year-long run, she called off her partnership with Nike. Imagine this was at a time when her figures had climbed to about $1.6M a month. But this was no rumor. The ex-sponsor corroborated the news too: “Our contract with Simone Biles has ended, and we wish her the very best.” However, do you know what had actually happened? 4 years later, it’s time to unfold that mystery now!
Around the time when Simone Biles decided to leave Nike, she wasn’t the only one who was doing that. Renowned American track and field athlete Allyson Felix had just ended her run with the side in 2019. She pinned it on the financial struggles that she went through with the brand once she got pregnant. Even Kobe Bryant’s estate walked out. But no, Simone Biles’ reason was different. Yes, she was one of the greatest female athletes, and Nike did not seem to have made her the major brand face as many expected. But this wasn’t the cause. So what was it? We finally know.
Well, the Thoughtleader co-founder, Fernando Cao, posted the entire timeline of X on April 28, opining that Biles left Nike because she wanted support for her as a person, not just an athlete. She wanted creative input into her products. She knew, a values-driven partnership was of greater significance than a big paycheck or chasing fame. And all these qualities were spotted by her in one brand. No wonder she let go of an $8M contract to join Athleta in 2021, saying, “I think they stand for everything that I stand for.”
And how exactly did Athleta stand out? We have details on this too. Well, back then, Athleta wasn’t a big name. They were mainly a women-focused brand and in 2021, were valued at $419 million, just 0.2% the size of Nike. But what really set Athleta apart when it came to Simone Biles was how they worked with her. Instead of handing her a set of designs and saying, ‘wear this,’ they flipped the script and asked her, “What do YOU want to create?” At the time, that was pretty rare, and it made a real impression on Biles.
“What do YOU want to create?”
They established workshops where her input was required for approval.
They leveraged Simone’s unique experiences.
Athleta showcased a real person, not just a performer:
— Fernando Cao (@thefernandocz) April 28, 2025
Also, Athleta backed her financially, too, sponsoring her Gold Over America Tour and helping her vision come to life. But maybe the biggest thing? They saw who she really is, as in the Simone Biles behind the performances. That’s why her designs included affirmations like “Because I can,” something she would say to herself when pushing the limits with new skills. Even the products were practical. Fabrics that stayed put during flips and twists solved real problems. That was how Athleta became a game changer for Biles. And then? It was like the two were always associated with each other.
Simone Biles and Athleta were meant to be
In their early days, Athleta only had two major athlete partners, Allyson Felix and Simone Biles. But the brand kept focusing on inclusivity, women’s empowerment, and sustainability. Like when Simone Biles made the tough decision to withdraw from the Olympics to prioritize her mental health, she faced a wave of criticism. But Athleta responded immediately, saying, “We stand by Simone and support her well-being both in and out of competition.”
And it wasn’t just a polished PR statement. Athleta actually built mental health and community support into their deal with Simone. They even offered counseling for athletes and created mentorship programs to support young gymnasts.
The results showed the huge difference. Simone Biles’ collections got sold out within days. Even sales jumped 37% during her campaigns. And nearly 60% of new customers said they bought from Athleta specifically because of how genuinely involved the athletes were. While bigger brands like Nike may have missed this strategy, Athleta got it. No wonder Simone Biles’ partnership is going strong, and now she’s joined by other powerhouse names like Katie Ledecky, Monica Piug, and others.
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