Simone Biles Faces Brand Apocalypse: New Balance Pulls $22 Million Deal After Online “Takedown” of Riley Gaines—Critics Say Olympic Icon Chose Politics Over Women’s Rights

BRAND BACKLASH: Simone Biles LOSES $22 MILLION New Balance Deal After “Body Slamming” Riley Gaines on X—Was It Worth Her Anti-Woman Stance?

By Staff Writer
Posted: June 20, 2025

In a stunning turn of events, gymnastics icon Simone Biles is at the center of a growing media firestorm after losing a major endorsement deal worth $22 million with sportswear giant New Balance. The abrupt fallout came in the wake of a fiery social media clash with women’s sports advocate Riley Gaines, with many calling it the most high-profile example yet of the culture war colliding with corporate branding.

The Tweet Heard Around the World

The controversy exploded earlier this week when Riley Gaines — a former NCAA swimmer and now a polarizing figure in the debate over transgender inclusion in women’s sports — posted a provocative statement on X (formerly Twitter):

“If we don’t stand up for biological women now, women’s sports will cease to exist. Facts don’t care about your feelings.”

Simone Biles, widely respected not just for her athletic dominance but for her advocacy for mental health and diversity, replied hours later with a scathing retort:

“Real champions rise by lifting others — not by tearing them down for who they are. You don’t win by excluding.”

The post garnered millions of views within hours and ignited an immediate backlash. Critics accused Biles of “abandoning the very category that made her famous,” while others praised her for showing solidarity with trans athletes.

But among all the reactions, one of the loudest came from the boardrooms of New Balance.

New Balance Ends $22 Million Partnership

By Sunday evening, industry insiders confirmed what had been swirling in whispers for days: New Balance had terminated its multi-year endorsement deal with Biles, which was reportedly valued at $22 million.

In a brief but telling statement, the company said:

“New Balance supports inclusion and fairness in all areas of sport. We’ve decided to reevaluate our athlete partnerships moving forward to reflect these core values.”

Though Biles’ name was not mentioned explicitly, sources close to the brand have confirmed the decision was directly tied to the social media controversy.

Public Reaction: Fierce and Polarized

Online, the reaction has been nothing short of explosive.

Supporters of Riley Gaines praised New Balance’s move as a “return to sanity” and a “win for real women,” claiming Biles’ stance undermined the very principles of fair female competition.

“Simone Biles was a hero to every little girl — until she picked politics over biology,” wrote one X user, whose comment quickly gained over 50,000 likes.

Others, however, rallied around Biles, calling her a “brave voice in a hostile environment.”

“She knew this might cost her millions, but she said it anyway. That’s what courage looks like,” another supporter tweeted.

Even prominent fellow athletes weighed in. Former tennis star Martina Navratilova, a longtime advocate for women’s rights in sport, tweeted:

“We all want fairness. But fairness includes listening, not just reacting. Simone Biles made her choice. And now the consequences follow.”

Was It Worth It?

The bigger question many are asking: Was it worth it?

Biles, who rose from a difficult childhood to become the most decorated gymnast in history, is no stranger to public pressure. Her withdrawal from events at the 2021 Tokyo Olympics due to mental health concerns sparked international dialogue. Now, in 2025, her willingness to step into another controversial arena — this time involving gender and competition — has led to tangible losses.

Experts say it underscores a new reality for athletes: speaking up now comes with a financial price tag.

“Brand loyalty used to be about performance. Now, it’s about positioning,” said marketing strategist Elena Rivera. “Simone Biles stood up for what she believed in. But New Balance decided that didn’t align with their consumer base.”

A Deeper Cultural Divide

This incident is more than a sponsorship spat — it’s a snapshot of a broader cultural divide.

On one side are those who believe transgender athletes should be fully included in their identified categories; on the other, those who believe biological sex should remain the basis for competitive sports. Simone Biles’ tweet placed her clearly in the former camp. Riley Gaines, in the latter.

Their clash — one rooted in a single online interaction — reveals the fragility of public figures’ relationships with corporations. Brands once sought to avoid politics at all costs. Today, they are often forced to take sides or risk alienating consumers.

Riley Gaines Responds

While Gaines didn’t respond to Biles directly, she posted a cryptic message hours after New Balance’s decision went public:

“Truth doesn’t need defending. It just needs people brave enough to stand for it.”

The post was widely interpreted as a response to Biles, fueling further division online.

What’s Next for Biles?

With the dust still settling, many are wondering: what’s next for Simone Biles?

Some insiders suggest other brands — particularly those with progressive values — may step in to support her. Others say the loss of New Balance could mark a turning point in how she approaches advocacy in the future.

Meanwhile, Biles has remained silent on the sponsorship loss, choosing not to engage publicly — yet.

“This could either strengthen her reputation among Gen Z and progressive audiences, or isolate her from the middle ground,” said branding expert Claire Liu. “What she does next will determine that.”

Final Thoughts

The Simone Biles–Riley Gaines confrontation wasn’t just a viral moment — it was a defining one.

With $22 million gone, Biles now joins a growing list of athletes whose convictions cost them financially. But perhaps more importantly, she’s ignited a conversation that isn’t going away.

In an age where athletes are expected to be activists, the line between personal belief and professional risk is thinner than ever. Whether you see Biles as a hero for inclusion or a traitor to women’s sports, one thing is undeniable:

The cost of having a voice has never been higher.