There’s a storm brewing in the world of sports fashion—and it’s not about fabric or fitness trends. One of the most respected names in gymnastics, Simone Biles, is at the heart of a growing controversy. Her sponsorship with a major activewear brand is now under public scrutiny, and the pressure is mounting. But what’s really going on? Let’s dive deep and explore how an Olympic icon, a powerful brand, and public opinion have collided in a way no one saw coming.
Simone Biles has landed a handful of sponsorship deals over the course of her illustrious career. With that said, there’s one in particular that seems to be a trending topic this Saturday. Athleta, an activewear brand focused on women’s clothing, has sponsored Biles since 2021. The Olympic gymnast is part of the Power of She Collective for Athleta, which “aims to connect, celebrate, and empower game-changing women.” Even though Biles has been a great spokesperson for Athleta over the years, some customers are claiming they’ll boycott the company until their partnership is over. That’s because of a comment the 11-time Olympic medalist made on Friday.
Biles talked about uplifting the transgender community during a social media feud with OutKick contributor Riley Gaines. “All of this campaigning because you lost a race. Straight up sore loser,” Biles told Gaines. “You should be uplifting the trans community and perhaps finding a way to make sports inclusive OR creating a new avenue where trans feel safe in sports. Maybe a transgender category IN ALL sports!! But instead… You bully them… One things for sure is no one in sports is safe with you around.”
Clearly, that didn’t sit well with a certain portion of the sports world. Over the past few hours, Athleta has received a ton of messages about people boycotting their products. “I shop at Athleta often but will be boycotting unless you drop Simone Biles,” one fan declared. “No more Simone Biles,” a second person tweeted at Athleta. “Get someone who is truly for women in women’s sports!”
The Simone Biles sponsorship backlash is about more than one athlete or one brand—it’s about the evolving relationship between public figures and public expectations. As social media continues to shape narratives, companies and celebrities alike must rethink what it means to influence, inspire, and represent. This isn’t just a brand crisis. It’s a cultural moment that challenges us to reflect on values, responsibility, and grace under pressure.
