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File-This
July 27,
2021,
file
photo
shows
Simone
Biles,
of the
United
States,
waiting
to
perform
on the
vault
during
the
artistic
gymnastics
women's
final at
the 2020
Summer
Olympics,
Tuesday,
July 27,
2021, in
Tokyo.
Biles’
sponsors
including
Athleta
and Visa
are
lauding
her
decision
to put
her
mental
health
first
and
withdraw
from the
gymnastics
team
competition
during
the
Olympics.
It’s the
latest
example
of
sponsors
praising
athletes
who are
increasingly
open
about
mental
health
issues.
(AP
Photo/Gregory
Bull,
File) |
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Simone
Biles,
of the
United
States,
watches
gymnasts
perform
after an
apparent
injury,
at the
2020
Summer
Olympics,
Tuesday,
July 27,
2021, in
Tokyo.
Biles
withdrew
from the
team
finals.
(AP
Photo/Ashley
Landis) |
| |
Sponsors
praise
Simone
Biles
after
withdrawal
By MAE
ANDERSON
apnews.com
TOKYO -
Simone
Biles’
sponsors,
including
Athleta
and
Visa,
are
lauding
her
decision
to put
her
mental
health
first
and
withdraw
from the
gymnastics
team
competition
during
the
Olympics.
It’s the
latest
example
of
sponsors
praising
athletes
who are
increasingly
open
about
mental
health
issues.
Tennis
star
Naomi
Osaka
found
widespread
support
when she
withdrew
from the
French
Open
earlier
this
year.
Biles
could
still
compete
in other
gymnastic
events
during
the
Olympics.
She also
has a
solid
history
of
gymnastic
accomplishments,
including
four
gold
medals
and a
bronze
medal at
the 2016
Olympics.
She has
earned
five
more
all-around
titles
in world
championships
since
2013.
That
earns
the
24-year-old
a
lasting
athletic
legacy
that
sponsors
can
capitalize
on.
“We are
past the
time
when
athletes
like
Simone
are
valued
simply
for
their
athletic
prowess,”
said Jim
Andrews,
founder
of
A-Mark
Partnership
Strategies.
“She has
earned a
place in
gymnastics
history,
and has
proven
herself
to be an
amazing
spokesperson
and
influencer
who has
much to
offer
brands
even
without
competing
and
eventually
in
retirement.”
Biles
split
with
longtime
sponsor
Nike in
April to
sign
with
Athleta,
the
athletic
clothing
arm of
Gap.
Biles’
deal
with
Athleta
also
includes
sponsorship
of the
Gold
Over
America
victory
tour
later
this
year,
which
will
star her
as well
as other
USA
Gymnastics
team
members.
At the
time,
Biles
said she
signed
with
Athleta
over
Nike
because
she
wanted
to be
aligned
with a
brand
more
reflective
of her
values.
“I feel
like
they
work
very
closely
with
women
and
girls
and
letting
them
have a
voice
and kind
of
breaking
those
beauty
standards,”
Biles
said in
May.
Biles
launched
her
first ad
campaign
with
Athleta
in June,
including
a video
that
showcases
the
people
that
have
supported
her
through
her rise
to
superstardom.
Athleta
put out
a
statement
in
support
of Biles
after
her
withdrawal
in
Tokyo.
“We
stand by
Simone
and
support
her
well-being
both in
and out
of
competition,”
Athleta
said.
“Being
the best
also
means
knowing
how to
take
care of
yourself.
We are
inspired
by her
leadership
today
and are
behind
her
every
step of
the
way.”
Visa put
out a
similar
statement,
calling
her
decision
“incredibly
brave.”
Nabisco
said
Biles is
an
“inspiration
to us
all.”
Core
Power, a
protein
shake
maker,
said
Biles is
“showing
us all
that her
courage
and
strength
extend
well
beyond
the
mat.”
Dropping
support
of Biles
would
hurt a
brand
more
than it
would
help,
said
David
Carter,
sports
business
professor
at the
University
of
Southern
California,
and
founder
of
marketing
consultancy
Sports
Business
Group.
“Given
the
fluidity
and
high-profile
nature
of the
situation,
as well
as the
sensitivities
associated
with her
reasoning
behind
withdrawing,
sponsors
must be
very
careful
not to
be
perceived
as
cutting
and
running,”
he said.
“Doing
so would
not only
draw the
ire of
many
consumers
who
staunchly
support
Biles,
but also
future
athletes
contemplating
marketing
relationships
with any
brands
deemed
tone
deaf to
the
circumstances
involved.”
—-
AP
Sports
Writer
Will
Graves
in Tokyo
contributed
to this
report.
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