In recent years, conversations around mental health, social justice, and women’s health have begun to permeate society in an effort to de-stigmatize, raise awareness, and make meaningful change. As a result, professional athletes have recognized their ability to use their platforms to voice their beliefs, passions, and concerns and are seeking out sponsors that will support them in doing so. In fact, we are entering a new era of athletic sponsorship in which athletes are valued not only for their physical abilities but for how they carry themselves outside of competition. 

Perhaps the most significant storyline of the Tokyo Summer Olympics was gymnast-great Simone Biles’ decision to withdraw from the womens’ team competition as well as multiple individual events. Biles cited her mental health struggles as the reason behind her decision and while fans were disappointed not to see her in action, her new sponsor was quick to show support. In March 2021, Biles left Nike for a partnership with Athleta, a female-focused brand that Biles said was more aligned with her personal values. Athleta made similar headlines when, now 5-time track and field olympian, Allyson Felix became the brand’s first sponsored athlete. Like Biles, Felix parted ways with Nike after partnering with them for years. The athletic brand was unwilling to give Felix the support she needed during her pregnancy. Nike athletes’ salaries depend on how often they perform well, and pregnant athletes were not being offered any financial protection. Felix has since launched her own athletic company, called Saysh, a brand for women, by women.

Another athlete who left Nike for a smaller sponsor is Olympic steeplechase runner, Colleen Quigley. For the past six years, Quigley has competed for Nike in their Portland, Oregon-based Bowerman Track Club. During her time there, she became one of the fastest steeplechase runners in the country and made the 2016 Olympic Games in the event. Over time, Quigley said that her relationship with Nike felt “very transactional.” At the end of 2020, when it was time to renew her sponsorship, Nike was unable to meet her financial needs. Quigley went on to sign a contract with Lululemon, joining their small team of brand ambassadors. “They were so professional, there was a lot of diversity, a lot of women, and everything they spoke to was just so me,” Quigley explained, “They’re all about diversity and inclusivity and making everyone feel like they can be a part of it…it’s so different from the messaging of medals, records, and win-at-all-costs.” This statement was proven to be true when Quigley pulled out of the Olympic Trials this summer due to injury and Lululemon gave her their full support, just as Athleta stood by Biles at the Olympics. 

The list of women in sports reconsidering their sponsorships and longing to be valued for more than just their athletic accomplishments goes on and on. What does this mean for brands? The shifting landscape of women’s sports gives both athletic and non-athletic companies a tremendous opportunity to make impactful change. 

First and foremost, brands cannot be afraid to speak on current issues affecting female athletes. Customers value brands that are involved in activism. In fact, 47% of consumers think brands can be culturally relevant by getting involved in social issues. When world-class tennis player Naomi Osaka dropped out of the French open, brands like Sweetgreen and BareMinerals immediately rushed to support her. Calm, a meditation app, offered to pay the $15,000 fine for any players who wanted to withdraw from the 2021 Grand Slam media appearances for their mental wellbeing.