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,