If pressed, most fair-weather sports enthusiasts would probably admit that of the 32 categories in this year’s Olympics, gymnastics is their favorite. There’s something beautiful about a sport that inspires equal parts fear and awe. How do they do it when you can barely touch your toes? The human body—and mind—is truly a marvel.
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 American gymnast thrilled her fans by qualifying for the finals in all five individual events she competes in, making her the clear favorite to win a bunch of gold medals.
That it also makes her the odds-on favourite to win a string of fashion awards is yet another triumph for an athlete who has overcome physical and mental adversity. Her debut at Paris’s Bercy Arena on Sunday was a tonic for the thousands who cheered her on: Tom Cruise, Ariana Grande, John Legend, Jessica Chastain and Lady Gaga were among those cheering her on in the stands. As Biles waved to her parents, Ron and Nellie, she looked relaxed and happy, without even a nagging calf injury to steal her smile. Her amazing performance was beautifully reflected in her leotard, a black mesh affair decorated with 10,000 Swarovski crystals hand-stitched into constellations. Biles owns eight of them, worth an estimated £2,333 each.
While she’s undoubtedly a bling-lover, it’s unlikely her sparkly tights will be her highlight. Experts predict that Biles is now poised to become a fashion muse, joining tennis stars Serena Williams and Emma Raducanu as a female athlete with the rare ability to land a string of top-flight fashion endorsements.
Whether she’ll join Raducanu as an ambassador for Tiffany & Co. or Dior, or Williams as an ambassador for Louis Vuitton, only time will tell. According to Sara McCorquodale, founder of influencer intelligence firm CORQ, Biles would be a natural fit for a heritage luxury brand that aligns with her own important legacy. “She would need to be associated with brands that have equal status and longevity in the culture, or an aspect that reflects her talent and personality,” she notes. “A partnership with Cartier 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 revenue, the sky’s the limit. “She could make millions if the right partnerships were there,” says McCorquodale. “She’s a global talent and would be relevant in multiple markets. The strategy would be a combination of multi-year global ambassadorships and more unexpected short-term brand deals that would allow her to show her personality and stay relevant.”
While the world is busy watching “The Biles” (a double layout with a half-twist in the second flip that was first performed when she was 16), the fashion world is also likely to get into a tizzy as brands vie to sign her. Those who didn’t already know that Paris is the fashion capital of the world would have no doubt about it after watching the opening ceremony on Friday night. In addition to making fashion the center of attention during the four-hour event by dressing star performers Celine Dion and Lady Gaga in custom Dior, even the legendary Olympic torch got a couture makeover, courtesy of a custom-made suitcase handmade by Louis Vuitton. There’s a reason Bernard Arnault, owner of LVMH (parent company of Vuitton and Dior), is the richest man in the world. When it comes to promoting his brands on a global stage, he’s a genius.
How do you continue to stamp your brand on the Olympic Opening Ceremony? By signing one of its most prominent and beloved athletes. Because Biles is a uniquely modern star. In addition to being the most decorated gymnast in history with seven Olympic and 30 World Championship medals, she’s also unusually open about her mental health, a quality that’s endeared her to younger fans who value honesty and transparency as much as talent. After dedicating her life to the grueling pursuit of gymnastics excellence, Biles revealed in 2018 that she was one of “many” women abused by former Team USA gymnastics doctor Larry Nassar. In 2020, she opted not to compete in the team finals at the Tokyo Olympics after suffering from “twisties,” a mental block that causes gymnasts to lose their position in the air. “I need to focus on my mental health and not compromise my health and well-being,” she told reporters at the time.
While her decision left some fans baffled, her efforts to raise awareness for athletes’ mental health immediately positioned her as a role model. It’s no wonder Beyoncé called her “my girl Simone—born to fly, destined to inspire” in a Team USA promo video.
Though she’s spoken candidly about the pressures that come with being a role model, it’s a position Biles takes seriously. “Strength. Perseverance. Passion. The three ‘P’s’ are the foundation of Simone Biles’ success,” her website notes. “Check out these brands I believe in.” They include an eclectic range of brands, from women’s clothing brand Athleta to popular American breakfast cereal Wheaties. She also endorses Poweraid, cybersecurity company Axonius and Nulo pet food.
Notably absent from the list, however, are any fashion, beauty, or jewelry collaborations. No matter how well Biles does at the 2024 Olympics, it’s anyone’s guess why they haven’t come around sooner. In addition to being a superstar athlete, she’s also deeply relatable: a typical 27-year-old who wears ripped jeans and sports jackets when she’s off, whose down-to-earth attitude plays well with the kind of young, cool consumer that beleaguered luxury brands are so eager to connect with. On Instagram, she delights in entertaining her eight million followers with an engaging mix of updates from her personal and professional life, including her 2023 wedding to NFL player Jonathan Owen, whom she wed in Cabo, Mexico. That she eschewed a big-name designer for a gown by the lesser-known Galia Lahav speaks volumes to her pragmatic approach to fashion.
“Simone is without a doubt one of the most marketable athletes in the world, so there are probably a number of reasons why she is not as commercially prolific as others,” notes Elgar Johnson, editor-in-chief of sports, style and culture magazine CircleZeroEight. “One is that the fashion industry doesn’t know much about the world of sport. They are two very different industries, which means that fashion tends to lean towards more mainstream sports like football or tennis. With or without billboards, she will be remembered as a true icon of sport and popular culture.
“Athlete executives don’t always welcome brand partnerships because they don’t want to distract their clients,” McCorquodale notes. “It makes more sense to take their time and think about it from multiple perspectives. An athlete’s career roadmap is so carefully crafted when they have good people around them — not everyone has that. The fact that Simone isn’t working with big fashion, beauty or jewelry brands suggests that there is a plan and it will happen when she and her team want it to, not when they’re approached.”
Luckily, the next round of fashion weeks in New York, London, Milan and Paris falls just weeks after the Olympic closing ceremony. Could she strike while the iron is hot?
Whoever comes knocking, Biles will surely do it her way, choosing brands that align with her values over promises of big money. She doesn’t need the money—but even if she did, you sense that she’d rather maintain her integrity than hand it over to a brand or product she doesn’t believe in. For that alone, in today’s greedy culture, she deserves a medal.