Olympic gymnastics legend Simone Biles is facing a tidal wave of backlash — and the cost may be her biggest brand deal yet.

New Balance has reportedly cut ties with the decorated athlete after a heated exchange on social media, where Biles publicly criticized former NCAA swimmer and women’s rights advocate Riley Gaines.

The fallout? A staggering $22 million endorsement deal now reportedly off the table.

What Sparked the Controversy?

The drama began when Riley Gaines, known for her outspoken views on protecting women’s sports, posted a tweet condemning the inclusion of biological males in female athletic competitions. Simone Biles, a longtime advocate for inclusion and diversity, fired back with a sharp response many are calling a “verbal body slam.”

Biles’ tweet, which read in part, “Real champions rise by lifting others — not by tearing them down for who they are,” quickly went viral. But rather than sparking a wave of applause, the Olympic hero found herself in hot water — accused by many fans and former supporters of “turning her back on biological women.”

New Balance Reacts Swiftly

Within days of the social media spat, rumors began circulating that New Balance, one of Biles’ top sponsors, was reevaluating their relationship with the gymnast. Late Sunday, sources close to the company confirmed the worst: the $22 million deal is done.

In a 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.”

Though they didn’t mention Biles by name, insiders have confirmed that her recent online comments played a direct role in the brand’s decision.

Fans Divided, Fallout Continues

Social media exploded with reactions. Supporters of Gaines hailed the decision as “a win for real women in sports,” while others accused New Balance of caving to pressure from anti-inclusion voices.

One comment that gained traction online read:

“Simone Biles was a role model to so many young girls — until she sided with ideology over biology.”

Others argued that Biles was simply standing up for her beliefs and should be praised for her courage.

Was It Worth It?

The real question now: Was it worth it? Losing $22 million over a social media exchange has sparked serious discussion about the price of activism in the age of corporate sponsorships.

Critics of Biles say her stance came off as dismissive of women’s concerns, especially coming from someone who rose to fame competing in a female-only category. Supporters argue she’s being unfairly punished for expressing empathy and inclusiveness.

Either way, the consequences are real — and they’re setting a precedent.

The Bigger Picture

This isn’t the first time a celebrity or athlete has lost a deal over a politically charged stance — and it won’t be the last. But what makes this case stand out is the cultural fault line it exposes: women’s sports, transgender inclusion, and corporate loyalty to public opinion.

Riley Gaines has not directly responded to Biles’ comments, but she posted a cryptic tweet after the announcement:

“Truth doesn’t need defending. It just needs people brave enough to stand for it.”

Final Thoughts

As the dust settles, Simone Biles’ future as a sponsored athlete is uncertain. Will other brands follow suit? Or will she double down and build a new image among progressive supporters? One thing is clear: the price of speaking out — on either side — is higher than ever.

The fallout from Simone Biles’ high-profile clash with Riley Gaines has sent shockwaves through both the sports and business worlds, exposing the fragile balance athletes must strike between personal convictions and commercial interests. For years, Biles has been celebrated not only for her unparalleled achievements in gymnastics but also for her willingness to speak out on matters of mental health, equality, and social justice. Yet this latest controversy reveals just how quickly public sentiment—and corporate loyalty—can shift in the age of social media.

Industry insiders say New Balance’s decision reflects a growing trend among major brands to distance themselves from any association deemed too polarizing, regardless of the intent behind an athlete’s words. “Sponsors are under immense pressure to protect their image and bottom line,” notes sports marketing expert Karen Doyle. “In today’s climate, even a single tweet can cost millions.” For Biles, the loss of a $22 million endorsement is not just a financial blow—it’s a warning to other athletes navigating the treacherous waters of online discourse.

Meanwhile, the public remains deeply divided. Some see New Balance’s move as a necessary stand for women’s rights and fairness in sport, while others decry what they see as corporate overreach and the silencing of progressive voices. The hashtag #StandWithSimone has begun trending, with supporters rallying behind Biles and urging other companies to take a more nuanced approach to athlete activism.

For Riley Gaines, the controversy has only amplified her platform, drawing new attention to her advocacy and sparking renewed debate over the future of women’s athletics. As for Biles, her next steps will be closely watched—not just by fans and sponsors, but by a generation of athletes who must now weigh the true cost of using their voice in a world where every statement can have million-dollar consequences.