Olympic gymnastics legend Simone Biles is facing a tidal wave of backlash — and the cost may be her biggest brand deal yet. New Balance has reportedly cut ties with the decorated athlete after 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 reportedly 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 female athletic competitions. Simone Biles, a longtime advocate for inclusion and diversity, fired back with a sharp response many are calling a “verbal body slam.”
Biles’ tweet, which read in part, “Real champions rise by lifting others — not by tearing them down for who they are,” quickly went viral. But rather than 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 Swiftly
Within days of the social media spat, rumors began circulating that New Balance, one of Biles’ top sponsors, was reevaluating their 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’ve decided to move in a different direction with our athlete partnerships.”
Though they didn’t mention Biles by name, insiders have confirmed that her recent online comments played a direct role in the brand’s decision.
Fans Divided, Fallout Continues
Social media exploded with reactions. Supporters of Gaines hailed the decision as “a win for real women in sports,” while others accused New Balance of caving to pressure from anti-inclusion voices.
One comment that gained traction online read:
“Simone Biles was a role model to 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 praised for her courage.
Was It Worth It?
The real question now: Was it worth it? Losing $22 million over a social media exchange has sparked serious discussion about the price of activism in the age of corporate sponsorships.
Critics of Biles say her stance came off as dismissive of women’s concerns, especially coming from someone who rose to fame competing in a female-only category. Supporters argue she’s being unfairly punished for expressing empathy and inclusiveness.
Either way, the consequences are real — and they’re 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 line it exposes: women’s sports, transgender inclusion, and corporate loyalty to public opinion.
