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{"id":65842,"date":"2021-04-24T23:05:02","date_gmt":"2021-04-25T03:05:02","guid":{"rendered":"http:\/\/repeatingislands.com\/?p=166400"},"modified":"2021-05-07T02:09:24","modified_gmt":"2021-05-07T06:09:24","slug":"simone-biles-leaves-nike-for-a-sponsor-that-focuses-on-women","status":"publish","type":"post","link":"http:\/\/3rdcitynews.com\/news\/simone-biles-leaves-nike-for-a-sponsor-that-focuses-on-women\/","title":{"rendered":"Simone Biles Leaves Nike for a Sponsor That Focuses on Women"},"content":{"rendered":"
<\/a><\/div>\n
<\/figure>\n

A report by Kevin Draper for The New York Times<\/em>.<\/a><\/p>\n

As part of the deal, Athleta, the new sponsor, has agreed to back a post-Olympic exhibition tour that Biles was already planning.<\/p>\n

Simone Biles, the most decorated gymnast ever, has signed an agreement to represent the women\u2019s clothing brand Athleta and is leaving Nike, her longtime sponsor, just three months before the Summer Olympics begin in Tokyo.<\/p>\n

The deal, announced Friday, also includes arrangements for Athleta to fund a post-Olympic gymnastics exhibition tour organized by Biles that will represent a direct financial challenge to U.S.A. Gymnastics, the sport\u2019s national governing body.<\/p>\n

In interviews, Biles suggested she felt better aligned with the values of Athleta, a division of the clothing retailer Gap, than with those of Nike. \u201cI think they stand for everything that I stand for,\u201d\u00a0she said of Athleta to The Wall Street Journal<\/a>, which first reported the agreement.<\/p>\n

Over the past several years Nike has faced a number of scandals over how it treats female employees and sponsored athletes. Women have spoken up about a\u00a0toxic atmosphere<\/a>\u00a0at Nike\u2019s headquarters in Beaverton, Ore., and\u00a0<\/strong>about sponsorship contracts that\u00a0penalize athletes who become pregnant<\/a>. Also a Nike coach was accused of\u00a0verbally abusing female runners<\/a>\u00a0and was suspended by the U.S. Center for SafeSport.<\/p>\n

Biles joined a trickle of athletes who recently left Nike. This week, the estate of\u00a0Kobe Bryant<\/a>, the Los Angeles Lakers star who died in a helicopter crash last year, allowed his contract with the company to expire, and his widow, Vanessa Bryant, said she would pursue a new deal.<\/p>\n

By sponsoring Biles\u2019s Gold Over America Tour, Athleta provides financial muscle for her to more directly undercut U.S.A. Gymnastics, an organization that\u00a0she has repeatedly said cannot be trusted<\/a>\u00a0given its failure to keep girls and women safe from Lawrence G. Nassar, the national team doctor who was convicted on multiple counts of sexually abusing athletes. A spokeswoman for U.S.A. Gymnastics, which traditionally organizes a tour after the Olympics, said the organization had no such plan for this year.<\/p>\n

Athleta will also develop an activewear line with Biles, who will collaborate with the company\u2019s design team. Financial terms of the agreement were not disclosed.<\/p>\n

\u201cIt is more than just a sports apparel sponsorship,\u201d said Mary Beth Laughton, Athleta\u2019s president. \u201cWe really view it as a way to support Simone in her full life. As she takes on the next stage in her career in Tokyo and beyond, we really want to support that as well.\u201d<\/p>\n

Biles originally signed with Nike in 2015, shortly after she turned professional and won the individual all-around title at the world championships. She represented Nike at the\u00a02016 Olympics<\/a>, where she won five medals, including four golds. She is a favorite to add to her medal haul at the Tokyo Games. It is widely believed that this will be the final Olympics for Biles, 24, though she\u00a0recently suggested<\/a>\u00a0that she might compete at the 2024 Summer Games in Paris.<\/p>\n

\u201cOur contract with Simone Biles has ended, and we wish her the very best,\u201d a Nike spokesman, Josh Benedek, said in a statement.<\/p>\n

At Athleta, Biles will join the track sprinter Allyson Felix, a fellow American who has won nine Olympic medals and who was also sponsored by Nike for several years. Felix signed with Athleta in 2019, shortly after participating in a\u00a0blistering video<\/a>\u00a0that criticized Nike for financially penalizing athletes who became pregnant. Nike\u00a0changed its policies<\/a>\u00a0shortly afterward.<\/p>\n

\"Allyson
Allyson Felix, a sprinter, is also sponsored by Athleta.<\/figcaption><\/figure>\n

In recent months, Nike has not renewed the contracts of several of other track and field athletes, like the long-jumper Tianna Bartoletta and the pole-vaulter Piotr Lisek, both of whom hope to compete at the Olympics this summer.<\/p>\n

The Olympics are the single biggest marketing stage for Nike and for its competitors, like Adidas and Puma. Sports brands compete fiercely to sponsor anticipated medalists and entire governing bodies of a sport. Even without Biles and Felix, Nike\u2019s swoosh will be omnipresent in Tokyo, where it will be represented by hundreds of athletes as well as numerous national governing bodies sending teams to the Games, including the U.S. Soccer Federation and U.S.A. Track & Field.<\/p>\n

The gymnasts competing for the United States at the Olympics will wear uniforms made by GK Elite.<\/p>\n

Marketing at the Olympics is important for sports brands not because of direct sales of gear, but because of the halo effect the event creates around the brand.<\/p>\n

Nike and other companies want to tell potential customers a story about elite athletic performance and product innovation \u2014 a narrative that becomes easier to sell (and possibly to believe) when hundreds of athletes wear its shoes and apparel while winning gold.<\/p>\n

Athleta, whose only sponsored athletes are Felix and Biles, sells more general activewear rather than sport-specific clothing, and its brand is focused on inclusivity, women\u2019s empowerment and sustainability. In taking athlete endorsers away from Nike, Athleta has joined other niche sports apparel brands like Oiselle, whose best-known endorser is Kara Goucher, a long-distance runner who was sponsored by Nike and has become a\u00a0strong critic<\/a>\u00a0of the company.<\/p>\n

\u201cWe definitely do admire the courage of Simone and Allyson, and all of the young women and athletes who have spoken up and used their voices,\u201d said Laughton, the Athleta president.<\/p>\n

While Biles\u2019s move implicitly criticizes Nike, her tour is explicitly taking aim at U.S.A. Gymnastics. Biles, one of more than 300 athletes who have said that Nassar molested them, has repeatedly criticized U.S.A. Gymnastics and the United States Olympic Committee as seeming to be more interested in\u00a0avoiding responsibility<\/a>\u00a0for Nassar\u2019s abuse than in finding the truth.<\/p>\n

Now Biles, with the help of Athleta, is challenging what was once a major source of revenue for U.S.A. Gymnastics.<\/p>\n

Biles\u2019s\u00a0Gold Over America Tour<\/a>, which was planned before she signed the deal with Athleta, will visit 35 cities across the United States in the fall after the Olympics. The biggest stars to sign on with Biles so far are Laurie Hernandez, who won a team gold alongside Biles at the 2016 Olympics, and Katelyn Ohashi, a former U.C.L.A. gymnast\u00a0whose college routines frequently yielded viral<\/a>\u00a0videos.<\/p>\n

\"Laurie
Laurie Hernandez, center, and Biles, far right, and the rest of the U.S. women\u2019s gymnastics team with their Olympic gold medals in Rio de Janeiro in 2016.<\/figcaption><\/figure>\n

Though U.S.A. Gymnastics does not report specific revenue from its traditional post-Olympic tour, the organization\u2019s annual financial statements suggest that the series has been a big moneymaker.<\/p>\n

In 2016, when it staged a 36-city post-Olympic tour, U.S.A. Gymnastics reported $12.9 million in what it labeled \u201cnational event revenues.\u201d In 2017, it reported $4.1 million in national event revenues, and in 2018, the last year of available data, just $2.1 million.<\/p>\n

U.S.A. Gymnastics filed for bankruptcy protection in 2018, after more than 100 lawsuits were filed by survivors of Nassar\u2019s abuse, and it is still working through the reorganization process.<\/p>\n

\u201cWhile U.S.A. Gymnastics has no plans for a post-Olympic tour in 2021, we are thrilled that the Gold Over America Tour will allow fans around the country to connect with our sport and the incredible athletes who will be taking part,\u201d Meredith Yeoman, a spokeswoman for U.S.A. Gymnastics, said in an email.<\/p>\n","protected":false},"excerpt":{"rendered":"

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