Olympic gymnast Simone Biles is no stranger to global headlines, but her most recent spotlight moment stems not from the mat—but from the aftermath of a high-profile online exchange. According to multiple sources, the athletic icon has lost a major endorsement deal with New Balance, reportedly worth \$22 million, following a contentious public interaction with former NCAA swimmer and women’s sports advocate Riley Gaines.

The incident began when Gaines posted on social media, reiterating her firm stance on maintaining sex-based divisions in sports, particularly criticizing policies that allow transgender women to compete in women’s events. Biles, who has long championed inclusion and diversity in athletics, responded with a tweet that quickly ignited widespread reaction. In her message, Biles stated, “Real champions rise by lifting others — not by tearing them down for who they are.”

While many interpreted Biles’ comments as a message of compassion, others saw them as dismissive of concerns voiced by athletes like Gaines. The debate quickly escalated online, dividing followers, fans, and industry professionals.

Shortly after the exchange went viral, speculation emerged that New Balance was reevaluating its association with Biles. The brand had partnered with her in a significant marketing capacity, making the reported \$22 million deal one of the most substantial in her sponsorship portfolio. Over the weekend, insiders confirmed that the deal would not move forward.

New Balance released a brief statement that did not mention Biles by name but appeared to acknowledge the situation. “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.”

The move has sparked a wave of discussion online and within sports communities. Supporters of Gaines praised the decision, describing it as a defense of women’s sports, while others criticized the brand for stepping away from an athlete widely regarded for her athletic excellence and advocacy for mental health and inclusivity.

One online commenter wrote, “Simone Biles was a role model to so many young girls — until she sided with ideology over biology.” Meanwhile, another argued, “Biles is standing up for the same inclusiveness and respect she has always represented. She should be celebrated, not penalized.”

The heart of the debate isn’t just about one tweet or one deal. It reflects a growing cultural conversation around gender identity, fairness in competitive sports, and the corporate world’s role in navigating these discussions.

Simone Biles has since addressed the backlash with a brief follow-up message expressing regret for how the conversation was interpreted but reaffirming her commitment to promoting empathy and respect in athletics. “I never meant to dismiss anyone’s experience. I want all athletes to feel seen, safe, and respected,” she posted.

Whether this statement will be enough to mend public perception—or restore lost endorsements—remains to be seen.

Historically, Biles has used her platform to highlight not only athletic achievements but also mental health awareness, abuse within sports institutions, and the importance of speaking out. Her defenders argue that her latest comments fall within this tradition of using her voice to advocate for marginalized communities.

Still, the financial implications are significant. Losing a \$22 million deal is not just a personal setback—it sends a message to athletes across the board: speaking out on complex cultural issues can have professional consequences.

This scenario also continues a broader trend in the world of endorsements. In recent years, several athletes and celebrities have lost brand partnerships due to public positions on political or social matters. Brands now often walk a tightrope, attempting to align with evolving social values while remaining responsive to consumer sentiment.

What makes the Biles situation particularly noteworthy is how it highlights the intersection of three highly charged topics: women’s sports, transgender inclusion, and corporate branding. Each of these subjects carries intense emotion and deeply divided opinions, and Biles now finds herself at the epicenter.

Riley Gaines, who has remained firm in her stance, responded only indirectly following the announcement. Posting on her own account, she wrote, “Truth doesn’t need defending. It just needs people brave enough to stand for it.”

This quote has since been interpreted as a subtle reference to the controversy, further fueling discussions.

For Biles, the question now becomes what’s next. Will other brands follow New Balance’s lead, or will she find new support from companies aligned with her advocacy for inclusion? Thus far, other partners have remained silent, possibly waiting to see how the public responds in the days ahead.

In the meantime, fans of Biles are continuing to rally in support, praising her for staying true to her values and encouraging her not to let a sponsorship loss define her legacy.

“She’s more than a brand ambassador,” one supporter wrote. “She’s a voice for those who don’t often get one. That should be valued more, not less.”

Whatever path Biles takes next, the situation offers a clear reminder of the increasingly complex landscape athletes must navigate. In an era where social media can amplify both support and criticism instantly, and where brand partnerships are tightly linked to public image, every statement—intentional or not—can carry wide-reaching consequences.

As this story continues to unfold, one thing remains certain: the role of athletes in broader cultural conversations is only growing. And whether praised or criticized, Simone Biles has once again reminded the world that the most impactful figures in sports aren’t just champions on the podium—but also those unafraid to take a stand, even when the stakes are high.