Simone Biles, the most decorated gymnast ever and one of the world’s greatest athletes, is leaving endorsement powerhouse Nike for a deal with Athleta, the athletic clothing unit of Gap Inc.
Biles is a significant signing for Athleta’s marketing efforts. She’s the first woman to capture five all-around gymnastic world championship titles, and the winner of five Olympic medals, four of them gold. She’s one of the most prominent US athletes, male or female, expected to compete in this year’s Olympics.
“We are excited to welcome Simone to the Athleta family and work together to further our mission of empowering women and girls,” said Mary Beth Laughton, president and chief executive officer of Athleta. “Simone believes in championing the next generation of female athletes as much as we do, and we are confident this partnership will continue to build community with our customers and enrich our brand.”
But Biles has often seemed overlooked during her time at Nike, despite her athletic success. A recent Nike ad highlighting Black female athletes did not include any recognizable images of Biles.
“The opportunity to encourage young girls to reach their full potential and be a force for change is incredibly powerful,” said Biles. “I admire Athleta for their commitment to recognize and support women’s individual and collective strength and, together, I believe we can help girls to confidently and passionately take on the world in their athletic endeavors and beyond.”
