SIMONE BILES RETURNS WITH A MESSAGE THAT’S STRONGER THAN EVER

SIMONE BILES RETURNS WITH A MESSAGE THAT’S STRONGER THAN EVER Biles is one of Ad Age’s Hottest Brands for changing the way marketers approach sports campaigns Simone Biles’ story continues to inspire audiences and provide a platform for brands to prompt meaningful conversations with consumers. Biles has long been a star athlete attracting marketers’ attention. But when she dropped out of portions of the 2021 Olympics to prioritize her mental health, she used her star power and brand partnerships to shed light on the overlooked topic within sports marketing. Now, with the Paris Games looming, her star is on the rise again and brands are leaning into the message. Rather than deeming Biles the G.O.A.T. of gymnastics, recent ads have taken a nuanced look at what being at the top of one’s sport means. “For years, I was only celebrated for my wins,” Biles said in a recent Powerade ad. “And now it’s like, for being a human, for being vulnerable.” Women’s athletic wear brand Athleta has also been a consistent partner in Biles’ journey, highlighting her in its “Power of She” brand platform. Athleta recently launched its first linear TV ad, showing Biles preparing for the Games as she discusses the spectrum of emotions that accompany her achievements. Similarly, a campaign for K18 Hair explores the parallels between Biles’ journey and the brand’s products