Olympic gymnastics legend Simone Biles is facing a tidal wave of backlash, and the cost may be her biggest brand deal yet. New Balance is reportedly tying the knot with the decorated athlete after a heated social media exchange where Biles publicly criticized former NCAA swimmer and women’s rights advocate Riley Gaines . The fallout? A staggering $22 million endorsement deal is now reportedly off the table.
What caused the controversy?
The drama began when Riley Gaines, known for his outspoken views on protecting women’s sports, posted a tweet condemning the inclusion of biological males in women’s athletic competition. 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, “ True champions rise by lifting others up, not tearing them down for who they are ,” quickly went viral. But instead of prompting 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
Within days of the social media dispute, rumors began circulating that New Balance, one of Biles’s major sponsors, was reevaluating its relationship with the gymnast. On Sunday night, 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 equity in all areas of sport. At this time, we have decided to move in a different direction with our athletes’ associations.”
While 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, the consequences continue
Social media exploded with reactions. Gaines supporters hailed the decision as “a victory for real women in sports,” while others accused the new balance of caving in to pressure from anti-inclusion voices.
A comment that gained traction online reads:
“Simone Biles was a role model for 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.
It’s worth it?
The real question now: Was it worth it ? Losing $22 million in a social media exchange has sparked a serious discussion about the price of activism in the age of corporate sponsorships.
Biles’s critics say her stance preyed on women’s concerns, especially coming from someone who rose to fame competing in an all-women division. Supporters argue she’s 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 line it exposes: women’s sports, transgender inclusion, and corporate loyalty to public opinion.
Riley Gaines has not directly responded to Biles’ comments, but posted a cryptic tweet after the announcement:
“The truth doesn’t need to be defended. It just needs people brave enough to defend it.”
Final thoughts
As the dust settles, Simone Biles’s future as a sponsored athlete is uncertain. Will other brands follow her lead? Or will she double down and build a new image among progressive fans? One thing is clear: the price of speaking out—on any side—is higher than ever.
