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Biles is an important signature for Athleta’s marketing efforts. She is the first woman to win five world gymnastics championship titles in the all-around and the winner of five Olympic medals, including four gold. She is one of the most prominent American athletes, male or female, expected to compete in this year’s Olympics.
“We are delighted to welcome Simone to the Athleta family and to work together to continue our mission of empowering women and girls,” said Mary Beth Laughton, President and CEO of Athleta. “Simone believes in promoting 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 looked neglected during her time at Nike, despite her athletic success. A recent Nike ad featuring 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 her commitment to recognizing and supporting the individual and collective strength of women and, together, I believe we can help girls face the world with confidence and passion in their athletic endeavors and beyond.
Nike’s problems with female athletes
Although Nike has many prominent female athletes under contract, including Serena Williams, the company has faced criticism over the way it has treated athletes who become pregnant. In 2019, several Nike-sponsored athletes publicly lobbied the company to provide financial support to athletes who have children at home.
In contrast, Athleta and Gap have built a reputation as a supportive home for women, athletes and executives.
Athleta and Gap Inc. (GPS) are both headed by women. Sonia Syngal, CEO of Gap, originally from India, is one of 40 female CEOs of a Fortune 500 company and one of the few women of color in a senior position for the companies on the list. It is also one of the few large companies to have a female CEO and CFO.
Biles joins fellow Olympic gold medalist Allyson Felix, a track star who became the first athlete to sign an endorsement deal with Athleta in 2019 after leaving Nike. Felix was one of many athletes to draw attention to Nike’s pregnancy policies.
“If we have kids, we risk pay cuts from our sponsors during pregnancy and after,” Felix wrote in a New York Times column. “This is an example of a sports industry where the rules are still mostly set for and by men.”
Felix said Nike offered him 70% less after having an emergency Cesarean in 2018.
After the publication of Felix’s column, Nike announced that it would change its policy on pregnant athletes.
“We recognize that we can go even further,” he said at the time. “In the future, our contracts for female athletes will include written conditions that reinforce our policy.”
Nike dominates the endorsement game
It hasn’t been a good week since Nike (OF) and top athletes. Kobe Bryant’s estate also ended his nearly 20-year relationship with Nike.
Other prominent athletes who have left Nike for their competition include basketball’s Steph Curry, baseball’s Bryce Harper and football’s Tom Brady, all of whom have deals with Under protection (UA), and footballer Lionel Messi, who has an agreement with Adidas (ADDDF).
But Nike’s money overshadows anything other companies offer in terms of endorsements, giving it a stranglehold on deals with many of the world’s most popular athletes. According to a company file, all of Nike’s approval deals were worth $ 9.3 billion last year.
Terms of the deal between Biles and Athleta have not been announced.
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