Athleta said at the beginning of their partnership with Simone Biles that they would do things differently. The brand heard directly from Simone that it was important to her to show that it takes a team to be the GOAT—and it was important for Athleta to highlight the community of people who have supported her not just as an athlete, but as a daughter, sister, friend, and mentor.
Ahead of Simone taking the stage in Tokyo, Athleta is showcasing their shared message with Simone that together, we are strong, but united we thrive. This is the brand’s first major advertising campaign with Simone and puts not just the spotlight on her, but the community that empowers her, bringing into focus the collective of women and girls who are the support system for the world’s most decorated gymnast. From her mom and sister, to her best friends, fellow gymnasts, to her coaches and the young girls who look up to her at the gym—the campaign showcases that it takes a team to rise to the top and break barriers. The campaign features an exciting video, with untold stories from Simone’s community to show a different side of the woman behind the medals.
Athleta’s partnerships with Simone Biles and Allyson Felix signify a true shift in athletic sponsorships as athletes prioritize authenticity and shared values. The brand’s holistic approach to partnerships helps amplify the athlete’s existing platform while uplifting all areas of their life, so it was invaluable to tap into Simone’s real-life support system. This campaign is the brand’s first expression of how the traditional athletic sponsorship can be reimagined to prioritize these principals and a true expression of what Athleta calls the “Power of She:” the coming together of women to ignite each other’s limitless potential.