In 2019, the world of sports marketing was shaken when Simone Biles, one of the most decorated gymnasts of all time, announced her breakup with Nike, a brand she had been sponsored by for five years. The news came just months before the Tokyo Olympics, leaving Nike without one of its main ambassadors. Biles made the decision to sign with Athleta, a brand under the Gap Inc group, which also includes Old Navy and Banana Republic. The gymnast from Ohio stated that her alliance with Athleta was due to the brand better representing her values and giving her a platform to inspire girls and young women.
The departure of Simone Biles from Nike was preceded by another high-profile case involving sprinter Allyson Felix. Felix, a seven-time Olympic champion and fourteen-time world champion, spoke out against Nike’s treatment of pregnant athletes in an article published in The New York Times. She revealed that Nike had penalized her when she became pregnant, offering her significantly less sponsorship money. This revelation sparked a wave of criticism and led to Nike announcing a new maternity policy, ensuring that athletes would not be discriminated against for becoming mothers.
The ‚Allyson effect‘ not only influenced Nike but also prompted three other sportswear brands to implement similar maternity policies for their sponsored athletes. Despite Nike’s policy change, both Allyson Felix and Simone Biles chose to sign with Athleta, a brand that has shown a commitment to supporting female athletes in all aspects of their lives.
Both Felix and Biles have sought to build legacies that extend beyond their athletic achievements. Simone Biles will be participating in the Gold Over America Tour (GOAT) 2024, an exhibition tour showcasing her incredible talent and delivering inspiring messages of hope, strength, and resilience. Additionally, she continues to develop her own line of sportswear. Allyson Felix, on the other hand, has launched her brand of athletic footwear, Saysh, designed for women by women. She has also made strides in advocating for mothers in sports, ensuring that a nursery will be available for competing athletes at the Paris 2024 Olympics.
In conclusion, the decisions made by Simone Biles and Allyson Felix to align themselves with brands that support their values and advocate for women’s rights in sports reflect a larger shift in the industry. By using their platforms to speak out against discrimination and championing initiatives that support female athletes, they are paving the way for a more inclusive and empowering future for women in sports.