When pressed, most sea sports fans would probably admit that of the 32 categories in this year’s Olympic Games, gymnastics is their favourite. There is something very visible about a sport that inspires fear and horror in equal measure. How do they do that, when you can barely touch your toes? Indeed, the human body – and mind – is a wonder.
In a sky full of Olympic stars, no one shines brighter than Simone Biles. With an estimated net worth of $20 million – $7 million of which comes from endorsement deals, according to Forbes – the 27-year-old gymnast from the USA delighted her fans by qualifying for the finals in all five individual events in which she is competing, making her the favorite to to win a gold medal.
Yet another triumph for an athlete who has achieved physical and mental illness is that it leaves her best to win many fashion awards. Sunday’s debut at the Bercy Arena in Paris was a tonic for the thousands who were throwing down for her: Tom Cruise, Ariana Grande, John Legend, Jessica Chastain and Lady Gaga were among those supporting her in the stands. As Biles teased her parents, Ron and Nellie, she looked relaxed and happy, and not even a calf injury could steal her smile. Her amazing performance was echoed by her leotard, a black mesh affair adorned with 10,000 hand-stitched Swarovski crystals in constellations of stars. Biles has eight of those, around £2,333 each.
Bling-lover as she undoubtedly is, her sparkly leotard is unlikely to be her triumph. Experts are predicting that Biles is on the verge of becoming a fashion muse, with tennis stars Serena Williams and Emma Raducanu a female athlete with the rare ability to command some high-profile fashion endorsements.
Whether she will join Raducanu as an ambassador for Tiffany & Co. or Dior, or with Williams as ambassador for Louis Vuitton only time will tell. According to Sara McCorquodale, founder of influential information company, CORQ, Biles would be a natural fit with a legacy luxury brand that would match her own impressive heritage. “She should be associated with brands that have similar standing and longevity in the culture, or some aspect that reflects her talent and personality,” she added. “A Cartier partnership would have staying power, but the internet would also go wild if she partnered with Loewe, Miu Miu or Marc Jacobs. Thom Browne would be really cool too.”
In terms of earnings, the sky is the limit. “She would make millions if the right partnerships were in place,” says McCorquodale. “She is a global talent and would be relevant in multiple markets. The strategy would have to be a combination of multi-year global ambassadors and more unexpected short-term deals that would allow her to show her personality and have continued relevance.”
While the world is busy watching “The Biles” (a double version with a semi-twin in the second flip that was first shown when she was 16 years old) the fashion world will probably be tying it in its own knots, and brands trying to sign. her. Those who didn’t already know that Paris is the fashion capital of the world had no doubts after watching the opening ceremony on Friday night. As well as putting fashion front and center at the four-hour event with star performers Celine Dion and Lady Gaga dressed in Dior Federation, even the fabled Olympic torch was given a couture makeover, courtesy of a bespoke stock made by Louis. Vuitton. It is not for nothing that LVMH (parent company of Vuitton and Dior) owner Bernard Arnault is the richest man in the world. When it comes to promoting his brands on a global stage, he is a genius.
How to continue to stamp your brand all over the Olympic opening ceremony? By signing one of your most prominent and favorite athletes. For Biles is a unique modern star. As well as being the most decorated gymnast in history with 7 Olympic medals and 30 World Championship medals, she is also incredibly honest about her mental health, a quality that particularly appeals to younger fans who appreciate honesty and transparency as much as talent. After devoting her life to the pursuit of gymnastics excellence, Biles revealed in 2018 that she was one of the “numerous” women abused by former Team USA gymnastics doctor Larry Nassar. In 2020, she withdrew from the team final in the Tokyo Olympics after suffering the “twisties”, a mental block that causes gymnasts to lose track of their position in the middle of the day. “I have to focus on my mental health and not risk my health and well-being,” she told reporters at the time.
Although her decision upset some fans, her efforts to draw attention to the mental health of athletes immediately made her a role model. It’s little wonder that Beyoncé called her “my girl Simone – born to fly, destined to inspire” in a Team USA promo video.
Although she speaks candidly about the pressures that come with being a model, it’s a position Biles takes seriously. “Power. Persistence. Passion. The three ‘P’s are the foundation of Simone Biles’ success,” her website notes. “Look at these brands I believe in.” These include an eclectic range, from womenswear brand Athleta to popular US cereal, Wheaties. She also supports Poweraid, cyber security company Axonius and Nulo pet food.
Notably absent from the list, however, are any fashion, beauty or jewelery partnerships. As good as Biles does in the 2024 Olympics, it’s still a mystery why they didn’t come calling sooner. As well as being a superstar athlete, she’s also incredibly relatable – an ordinary 27-year-old who wears ripped jeans and sports jackets when she’s not on duty, whose nonchalant attitude plays well with the consumer. young, cool with whom beleaguered luxury brands are so eager to connect. On Instagram, she likes to regal her eight million followers with a compelling mix of updates from her personal and professional life, including her 2023 wedding to NFL player Jonathan Owen, whom she married in Cabo, Mexico. Hiring a big-name designer for a dress with little-known gal Galia Lahav speaks volumes about her pragmatic approach to fashion.
“Simon is undoubtedly one of the most marketable athletes in the world, so there are probably many reasons why she is not as commercially successful as others,” says Elgar Johnson, editor-in-chief of sports, style magazine and CircleZeroEight cultures. “One of those is that the fashion industry is not fully educated about the world of sports. They are two very different industries, which means that fashion will tend to take on more mainstream sports such as football or tennis. With or without billboards, she will be remembered as a true icon in sports and popular culture.
“Athlete managers are not always positive about brand partnerships because they don’t want their clients to be distracted,” McCorquodale said. “It makes more sense to spend their time from multiple perspectives. The roadmap for athletes’ careers is so carefully plotted if they are surrounded by good people – not everyone does. The fact that Simone is not working with any big fashion, beauty or jewelery brands suggests that there is a plan and it will happen when she and her team want it, not when they are approached.”
Of course, the next round of fashion weeks in New York, London, Milan and Paris fall just weeks after the closing ceremony of the Olympics – could she strike while the iron is hot?
Whoever comes calling, Biles is sure to do things her own way, choosing brands that align with her values over any promise of spending big. She doesn’t need the money – but even if she did, you get the feeling she’d rather keep her integrity than sign up to a brand or product she doesn’t believe in. For that reason alone, in today’s diverse culture, she deserves a medal.