Olympic gymnastics legend Simone Biles is facing a wave of backlash — and the cost may be her biggest brand deal yet. New Balance reportedly cut ties with the decorated athlete following a heated exchange on social media, where Biles publicly criticized former NCAA swimmer and women’s rights advocate Riley Gaines. The fallout? A staggering $22 million endorsement deal now off the table.
What sparked the controversy?
The drama began when Riley Gaines, known for her outspoken views on protecting women’s sports, posted a tweet condemning the inclusion of biological males in women’s athletic competitions. Simone Biles, a longtime advocate for inclusion and diversity, fired back with a sharp response that many are calling a “verbal body slam.”
Biles’ tweet, which read in part: “Real champions rise by lifting others up — not tearing them down for who they are,” quickly went viral. But instead of sparking a wave of applause, the Olympic hero found herself in hot water — accused by many fans and former supporters of “turning her back on biological women.”
New Balance reacts quickly
Days after the social media spat, rumors began to swirl that New Balance, one of Biles’ major sponsors, was reevaluating its relationship with the gymnast. Late Sunday, sources close to the company confirmed the worst: The $22 million deal is done.
In a statement, New Balance said:
“We believe in promoting respect and fairness in all areas of sport. At this time, we have decided to move in a different direction with our athlete partnerships.”
While they didn’t mention Biles by name, insiders confirmed that her recent online comments played a direct role in the brand’s decision.
Fans divided, fallout continues
Social media exploded with reactions. Gaines’ supporters praised the decision as “a win for real women in sports,” while others accused New Balance of caving to anti-inclusion voices.
One comment that gained traction online read:
“Simone Biles was a role model for so many young girls — until she sided with ideology over biology.”
Others argued that Biles was simply standing up for her beliefs and should be commended for her courage.
Was it worth it?
The real question now: Was it worth it ? The $22 million loss over a social media exchange has sparked serious discussion about the price of activism in the age of corporate sponsorship.
Biles’ critics say her stance comes across as dismissive of women’s concerns, especially coming from someone who rose to fame competing in a women-only category. Supporters argue she is being unfairly punished for expressing empathy and inclusion.
Either way, the consequences are real – and they are setting a precedent.
The bigger picture
This isn’t the first time a celebrity or athlete has lost a deal over a politically charged stance — and it won’t be the last. But what makes this case stand out is the cultural fault lines it exposes: women’s sports, transgender inclusion and corporate loyalty to public opinion.
Riley Gaines didn’t directly respond to Biles’ comments, but she posted a cryptic tweet following the announcement:
“The truth does not need to defend itself. It only needs people brave enough to defend it.”
Final Thoughts
As the dust settles, Simone Biles’ future as a sponsored athlete is uncertain. Will other brands follow suit? Or will she double down and build a new image among progressive supporters? One thing is clear: The price of speaking out—on any side—is higher than ever.
