Simone Biles has long been a role model for strong women and girls—both literally and figuratively—but with her new partnership with Athleta, she’s taking that commitment even further.
The renowned gymnast is leaving Nike’s roster of athletes to join forces with the women’s activewear brand, which she believes is more aligned with what she stands for. “I admire Athleta for their commitment to recognize and support women’s individual and collective strength,” Biles said in a press release. “And together, I believe we can help girls to confidently and passionately take on the world in their athletic endeavors and beyond.”
The long-term partnership seeks to reimagine the traditional athletic sponsorship model, and it will see the Olympic gold-medalist collaborate with Athleta on various initiatives, with particular focus on Athleta Girl. In an effort to encourage millions of young girls to meet their own limitless potential, Biles will collaborate with the brand’s design team to develop signature products for aspiring athletes, including multiple capsule collaborations for Athleta Girl. “We started our Athleta Girl line for girls 8-12 in 2016, when Simone broke records in Rio,” recalls Jana Henning, Athleta’s Chief Product Officer. “It is serendipitous that now in 2021 we are coming together to continue to inspire girls as she heads to Tokyo. We can’t wait to bring our girls a piece of Simone.”
The relationship will also give Biles the opportunity to be an activist by participating in and leading honest conversations with young women and girls within Athleta’s active community, as well as working with the brand’s Power of She Fund. “Athleta has a long history of building community for women and girls, and we are going to work together to develop programming focused on supporting and lifting up young women and girls,” Henning says. “Our mission is to unlock the limitless potential of women and girls. Simone is a once-in-a generation role model, who we know is loved by the girls (and women!) in our community alike.”
News of Biles’s new partnership comes amidst several years of mounting criticism of Nike for its treatment of female athletes and reports of inappropriate workplace behavior at the company. The sneaker juggernaut, known for its high-profile sponsorships, signed the gymnast in 2015, but despite being regarded as one of the greatest female athletes of all time, she never became the major face for the brand that many expected. Now, with her departure from Nike, Biles joins a growing list of athletes (including sprinter and fellow Athleta partner Allyson Felix) who have left to become the faces of other brands.
The gymnast expresses no ill-will towards her former sponsor but instead says that the last few years have allowed her to better understand what she’s looking for in a partner, all qualities she’s found in Athleta. “The opportunity to encourage young girls to reach their full potential and be a force for change is incredibly powerful,” Biles explained. “Using my voice has been very empowering for me and I am grateful to embark on this new journey with Athleta to inspire young girls and women to do the same.”
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