Not Nike or Adidas: Simone Biles, Stephen Curry, and Other Athletes Who…read more
In a sports world where Nike and Adidas have long dominated the athletic wear market, several high-profile athletes have made surprising decisions to align with smaller or less traditional brands. Among them are gymnastics icon Simone Biles and NBA superstar Stephen Curry, who have chosen to walk a different path in their endorsement deals.
Simone Biles, widely regarded as one of the greatest gymnasts of all time, shocked many when she signed with Athleta, a brand owned by Gap, in 2021. Biles cited the company’s values, particularly their focus on empowering women and inclusivity, as key reasons for her decision. She joined a growing trend of athletes seeking brand partnerships that align more closely with their personal beliefs and goals, rather than simply opting for the biggest names in the industry.
Stephen Curry, known for transforming the game of basketball with his long-range shooting, also made headlines by stepping away from the giants of sports apparel. In 2013, Curry partnered with Under Armour, a brand still growing in the basketball market. Curry’s endorsement deal has since played a major role in establishing Under Armour as a serious competitor in the basketball shoe space, with his signature line becoming one of the company’s flagship products.
Other athletes are following similar paths, choosing brand partnerships that offer more than just a lucrative deal. Some are turning to smaller or emerging companies that allow them greater creative input, more flexibility, or stronger alignment with their personal values. This shift highlights a growing desire among athletes to take control of their own narratives and collaborate with brands that reflect their vision beyond the game.
As athletes increasingly seek out these alternative partnerships, the landscape of sports endorsements is evolving. With names like Biles and Curry leading the charge, the power balance between established sportswear giants and emerging brands may be poised for significant change in the coming years.
