Why Simone Biles Walked Away From A $1.6M-A-Month Nike Deal
When Simone Biles left a Nike endorsement reportedly worth $1.6 million a month and signed with Athleta in 2021, it shocked the sports world. Biles’ move was not about money but about her values and feeling supported as an individual, Merca reported.
From performance marketing to values-first partnership
The four-time Olympic gold medalist exited Nike months before the Tokyo Olympics. Athleta, the Gap Inc.-owned activewear brand, offered a partnership structured around collaboration and product development. The deal included direct work with Athleta’s design team and a focus on Athleta Girl, the brand’s performance line for younger athletes.
The partnership was tested during the Tokyo Games when Biles withdrew from multiple events, citing mental health concerns. Athleta publicly supported her decision, reinforcing its positioning around athlete well-being. Athleta later made Biles the centerpiece of its first national TV campaign ahead of the Paris 2024 Olympics.
Growing reach and impact
Since then, the collaboration has expanded into product and digital distribution. In 2022, Athleta launched a Simone Biles Athleta Girl collection for girls ages 6 to 12. The brand has since cited Athleta Girl as a key growth driver.
Athleta also partnered with Biles on a Roblox activation that was reported to generate around 1 million virtual clothing redemptions, extending the sponsorship into Gen Alpha–focused platforms. Biles’ latest Athleta collection was released in November 2025.
Image credit: Athleta
