The Real Story Behind Simone Biles’ Break From Nike and Her New Path With Athleta
In 2021, just three months before the long-awaited Tokyo Olympics, Simone Biles made a bold and unexpected move — she ended her partnership with Nike. At the time, Biles was reportedly earning around $1.6 million a month, making her decision even more surprising. Nike confirmed the split, simply wishing her well in future endeavors. But what truly drove one of the world’s most celebrated athletes to leave such a lucrative deal? Four years later, the full story has come to light.
Collections sold out within DAYS.
Sales rose 37% during Simone’s campaigns.
60% of new customers cited “authentic athlete involvement” as their reason.
What this tiny brand understood—and Nike missed—represents a fundamental shift in how brands connect with audiences today…
— Fernando Cao (@thefernandocz) April 28, 2025
Interestingly, Biles wasn’t alone in cutting ties with Nike around that time. Track and field star Allyson Felix had also left the brand in 2019, citing mistreatment during her pregnancy. Even the estate of basketball legend Kobe Bryant parted ways with Nike. However, Biles’ reasons were different. Despite being a generational talent, her departure wasn’t about feeling overlooked or underappreciated as a face of the brand. The root cause went deeper.
On April 28, Thoughtleader co-founder Fernando Cao detailed on social media that Biles’ decision centered around seeking a partnership that valued her as a whole person, not just as an athlete. She wanted a say in the creative process for the products she endorsed and prioritized personal values over monetary gain or fame. This led her to walk away from an $8 million contract to join Athleta in 2021, stating, “I think they stand for everything that I stand for.”
Athleta wasn’t a major competitor to Nike at the time. In 2021, Athleta was valued at $419 million — just a tiny fraction compared to Nike’s massive scale. Yet what made Athleta different was how they approached their athletes. Instead of dictating product lines to her, they asked Biles what she wanted to create, giving her true creative control. That approach left a lasting impression on her.
Beyond just creativity, Athleta offered real financial and emotional support. They sponsored Biles’ Gold Over America Tour, helping her bring her vision to life. More importantly, they embraced who she was beyond her athletic achievements. This authenticity shone through in her designs, which included empowering messages like “Because I can,” a personal mantra Biles used while learning new skills. The products were designed to solve real issues too, using fabrics that stayed in place during intense performances.
The partnership between Simone Biles and Athleta quickly proved to be a perfect match. Early on, Athleta’s only major athletic partnerships were with Biles and Allyson Felix. The brand, focusing on inclusivity, women’s empowerment, and sustainability, aligned naturally with Biles’ personal values.
When Biles withdrew from the Tokyo Olympics to prioritize her mental health, she faced widespread criticism. Athleta, however, stood firmly behind her, publicly supporting her decision and wellbeing. This wasn’t a hollow PR move — Athleta incorporated real mental health and community support into their agreements, providing resources such as counseling and creating mentorship opportunities for young gymnasts.
The results spoke for themselves. Biles’ collections sold out rapidly, and Athleta’s sales rose by 37% during her campaigns. Almost 60% of new customers reported that they were drawn to the brand specifically because of the genuine connection with its athletes. While other major brands like Nike stuck to traditional endorsement models, Athleta’s approach resonated deeply with consumers.
Today, Simone Biles continues to thrive under this partnership. She has been joined by other world-class athletes such as swimmer Katie Ledecky and tennis star Monica Puig, helping Athleta build a powerhouse team based on authenticity, empowerment, and shared values.