Simone Biles Dropped by New Balance Over Riley Gaines Feud, Loses $22M Endorsement Deal

Olympic gymnastics legend Simone Biles is facing intense backlash—and a major financial blow—after publicly clashing with women’s sports advocate Riley Gaines over transgender inclusion in athletics. The fallout has reportedly cost Biles a $22 million endorsement deal with New Balance, one of her most high-profile sponsors.

The controversy began when Gaines, a former NCAA swimmer known for opposing the participation of transgender women in female sports, shared a statement on social media condemning what she views as the erosion of fairness in women’s athletics. In response, Biles issued a tweet that read, in part, “Real champions rise by lifting others—not by tearing them down for who they are.” The message quickly went viral.

But instead of generating widespread praise, Biles’ statement triggered a social media firestorm. Many fans and critics accused the gold medalist of “turning her back” on the very category—female-only competition—that launched her to global fame. Her comments were labeled by some as tone-deaf or dismissive of the concerns raised by female athletes.

Within days, speculation swirled that New Balance was reconsidering its partnership with Biles. By Sunday evening, sources close to the company confirmed what many feared: the $22 million deal was officially terminated.

In a brief statement, New Balance said, “We believe in promoting respect and fairness in all areas of sport. At this time, we’ve decided to move in a different direction with our athlete partnerships.” While the company stopped short of naming Biles directly, insiders made it clear that her recent comments on social media were a determining factor in the decision.

The public reaction has been swift and deeply divided. Supporters of Riley Gaines praised New Balance’s move as a win for women’s rights in sports. “Simone Biles was a role model to so many young girls—until she sided with ideology over biology,” read one post that gained significant traction online.

Others, however, came to Biles’ defense, arguing that she was being unfairly punished for advocating empathy and inclusion. “She stood for human dignity and is paying the price. That’s courage,” one user wrote.

This latest episode adds fuel to an already heated debate over the intersection of gender identity and sports. It also raises a difficult question: What is the cost of speaking out in today’s hyper-politicized cultural landscape?

For Biles, that cost appears to be $22 million.

This isn’t the first time a prominent athlete has lost a major sponsorship over a politically sensitive stance, but Biles’ situation is uniquely charged. Her reputation as one of the most accomplished and beloved gymnasts in history adds weight to the controversy—and intensifies the scrutiny.

Critics argue that, as a beneficiary of sex-based sports categories, Biles should have expressed solidarity with female athletes concerned about fairness. Others insist she has every right to voice her values, regardless of financial consequences.

Riley Gaines has yet to comment directly on the fallout but appeared to allude to the situation with a cryptic tweet posted shortly after New Balance’s announcement: “Truth doesn’t need defending. It just needs people brave enough to stand for it.”

The implications of this decision extend far beyond Biles herself. It highlights how brands are increasingly navigating turbulent waters when their spokespeople wade into polarizing social issues. In an era when corporate image is inseparable from public opinion, athlete endorsements are no longer just about performance—they’re about politics, identity, and the message a company wants to send.

What remains to be seen is whether other sponsors will follow New Balance’s lead—or whether a counter-reaction from more progressive brands might present new opportunities for Biles.

As the dust settles, one thing is clear: The cost of personal conviction in the public arena is rising. And in Simone Biles’ case, it came with a staggering price tag.