“Simone embodies all the things Athleta stands for, from inspiring ladies and ladies to have the arrogance to pursue their passions to leaning on the power of her group,” says Athleta chief model officer Kyle Andrew. “For our first marketing campaign, it was vital for us to carry these shared values to life and present how we’re reimagining what it means to sponsor an athlete—for us which means absolutely supporting Simone and exhibiting that there is extra to her than gold medals.”
The brand new marketing campaign is titled “Energy of She, Energy of We,” and it actually focuses on the people that helped formed who Biles is right this moment. (Following a 12 months once we have been reminded simply how vital social connection and group actually is, this feels significantly poignant.) As a part of the launch, Athleta spoke with quite a lot of vital individuals in her community, to get some deeper perception into the athlete’s journey.
Her mother, Nellie Biles, shares how she at all times inspired her daughter to imagine in herself and search assist from her group every time obligatory. That degree of steering actually influenced her ambition: Biles’ mother shares with mbg, “When she was youthful she journaled and wrote her goals for the remainder of the 12 months (long run and quick time period).”
One other affect in her life, coach Cecile Landi, displays on how proud she is of the gymnast—not only for her expertise but additionally her character. “She has grown to turn into an incredible younger impartial girl who nonetheless depends on her individuals,” Landi says. “She is not afraid of talking up, telling her fact and sticking to it to make modifications for the higher for ladies all world wide! She is a real function mannequin and inspiration. She is utilizing her energy for larger issues.”
You will discover extra phrases from Biles’ family members on the campaign landing page, together with a few of her prime Athleta picks.