Fact Check: Did Simone Biles Really Lose Her New Balance Contract In 2025?

As of December 13, 2025, the viral claims circulating online that Olympic legend Simone Biles lost a multi-million-dollar contract with New Balance are unequivocally false and have been thoroughly debunked by fact-checking organizations. This persistent rumor, often tied to a controversial social media exchange, attempted to suggest a major financial blow to the world’s most decorated gymnast, but the reality of her endorsement portfolio tells a completely different, and far more lucrative, story.

The truth is that while Biles has maintained one of the most powerful and diverse endorsement portfolios in sports history, her primary apparel partnership is not with New Balance. She famously parted ways with Nike in 2021 to sign a landmark deal with Athleta, a partnership that has only grown stronger through the 2024 Olympic cycle and beyond. Unpacking the New Balance speculation requires looking at her current brand strategy, which prioritizes authenticity and long-term collaboration over fleeting deals.

Simone Biles: Full Biography and Profile

• Full Name: Simone Arianne Biles Owens (née Biles)
• Date of Birth: March 14, 1997
• Place of Birth: Columbus, Ohio, U.S.
• Spouse: Jonathan Owens (American football safety)
• Sport: Artistic Gymnastics
• Olympic Medals: 7 (4 Gold, 2 Silver, 1 Bronze)
• World Championship Medals: 30 (23 Gold, 4 Silver, 3 Bronze)
• Historical Significance: Most decorated American gymnast and the most decorated gymnast in World Championship history (male or female).
• Signature Moves: The Biles (Vault), The Biles II (Floor Exercise), The Biles (Beam).
• Major Endorsements (Current): Athleta, Visa, United Airlines, Powerade, GK Elite, K18, and others.

The Debunked Rumor: Did New Balance Drop Simone Biles?

The speculation that Simone Biles lost her New Balance contract gained traction following a highly publicized controversy in mid-2024. The rumor suggested that the brand had publicly cut ties with the gymnast due to her comments surrounding the debate on transgender athletes in women's sports, specifically in response to activist and former swimmer Riley Gaines.

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However, multiple investigations and fact-checks have confirmed that the claims of a New Balance contract termination are baseless. The core reason the rumor is false is twofold:

1. Biles's Primary Apparel Sponsor is Athleta

In April 2021, Simone Biles made headlines when she chose to leave her long-standing partnership with Nike to sign a major apparel deal with Athleta, Gap Inc.'s women's athleticwear division. This move was significant, as Biles stated that the Athleta partnership offered her a platform to use her voice and a commitment to a "female-focused" brand strategy, including her own signature line.

While some sources mention New Balance as an existing or past partner in her extensive endorsement history, it has never been her primary or exclusive apparel sponsor since the Nike departure. The idea of a massive, $22 million New Balance contract being terminated is a fabrication, likely conflating her extensive portfolio with a specific controversy to generate engagement.

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2. The Controversial Context of the Rumor

The false claim surfaced shortly after Biles made comments on social media that were perceived as supportive of the inclusion of transgender women in sports, a position that put her at odds with conservative activist Riley Gaines. This political and social rift created a fertile ground for misinformation. The "lost contract" narrative was used by some to suggest that Biles was facing professional repercussions for her stance, a narrative that simply did not hold up to scrutiny.

Instead of losing endorsements, Biles's brand has remained one of the most valuable in the Olympic world, demonstrating that her personal brand strength transcends political debates and social media noise. Her endorsement earnings continue to be the primary driver of her significant net worth.

Simone Biles’s Lucrative Endorsement Portfolio (Post-Nike Era)

Far from facing financial setbacks, Simone Biles continues to be a marketing powerhouse, earning an estimated $7 million annually from her endorsements alone, according to 2023 Forbes estimates. Her strategy, post-Nike, has focused on aligning with brands that champion female empowerment and support her holistic well-being, especially after her focus on mental health at the Tokyo Olympics.

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Her current list of key partnerships is a testament to her enduring appeal and topical authority, especially as she continued to compete at the elite level through 2024, aiming for the Paris Olympics. Key partnerships include:

• Athleta: Her flagship apparel deal, which includes a commitment to creating her own signature product line and a focus on community and mental health initiatives.
• K18 Hair Care: In a recent move, Biles signed a two-year ambassadorial deal with the premium hair care brand K18, showcasing her continued ability to attract diverse, high-value contracts.
• Visa: A long-time Olympic sponsor, maintaining Biles as a centerpiece of their global marketing campaigns.
• United Airlines: A partnership that highlights her status as an American icon and global traveler.
• Powerade: A major beverage endorsement that speaks to her elite athletic performance.
• GK Elite: Her partnership with the gymnastics apparel company, which is essential to her sport.
• Miu Miu: A high-fashion collaboration that demonstrates her reach beyond the sports world and into luxury markets.

This diverse portfolio proves that the Simone Biles brand is not only secure but thriving. Her ability to pivot from a traditional sports giant like Nike to a more values-aligned brand like Athleta set a new precedent for athlete endorsements, demonstrating that authenticity can be more valuable than a conventional contract.

The Undiminished Power of the Biles Brand in 2025

The "did Simone Biles lose her New Balance contract" rumor is a classic example of how misinformation can target high-profile figures, particularly after they take a public stance on a sensitive issue. However, the fact-checked reality is that Biles remains one of the most influential and highest-paid female athletes in the world. Her net worth is bolstered by her consistent success, her compelling personal story, and her strategic brand partnerships.

Her decision to prioritize mental health during the Tokyo Olympics and her subsequent return to elite competition for the 2024 Paris Games cemented her legacy not just as a champion, but as a cultural icon. Brands are drawn to her resilience, her openness, and her unparalleled athletic achievements, which make her endorsement value almost untouchable.

In conclusion, any claim suggesting a loss of a New Balance contract is a distraction from the real story: Simone Biles continues to be a marketing "G.O.A.T." (Greatest of All Time), with a secure and rapidly expanding network of endorsements that reflect her status as a global superstar and a powerful advocate for change.