Allyson Felix & Simone Biles Athleta Partnerships

The challenge

Create buzz around the athletes and their groundbreaking partnerships, while positioning Athleta as a brand that’s changing the game when it comes to athlete sponsorships.

How we did it

We created bespoke media plans to secure message-rich coverage on key moments. Our flexible program allowed us to highlight both planned events, like Allyson Felix’s Olympic childcare grant program, and breaking news, including Simone Biles’ defection from Nike. In Tokyo, we steered the conversation and reinforced Athleta’s role as a new kind of sponsor, winning widespread coverage and editorials both celebrating Felix’s 10th Olympic medal and standing by Biles when she dropped out of the Games. Back in the US, we supported both athletes’ inaugural debut at the Met Gala in New York City. They walked the red carpet with Gap Inc.’s CEO—marking Athleta’s first-ever appearance at the famed night of high fashion.

Results

The campaigns collectively secured more than 100 pieces of coverage on platforms including E! Online, Forbes, Glamour, New York Magazine: The Cut, People, Vogue, Fast Company and Women’s Wear Daily.