Simone Biles and Athleta team up for post-Olympic gymnastics tour

The GIST: Everyone loves Team USA’s women’s gymnastics squad — just ask the 12.7M who watched them win gold last week. And to capitalize on this Olympic hype, prominent Simone Biles sponsor Athleta is putting on a sophomore edition of its U.S. gymnastics tour. Another career-defining move.

The details: After a triumphant return from the Games, Biles will headline Athleta’s 2024 Gold Over America Tour. The tour will kick off in September and feature 30 dates across the U.S., including ones at Crypto.com Arena in L.A. and TD Garden in Boston.

• The show will also star Biles’ Paris teammates Jade Carey and (friend of The GIST) Jordan Chiles, as well as Team USA alternate Joscelyn Roberson. For the first time, the event will also include men’s gymnasts, with Paul Juda, Brody Malone, Fred Richard, and Stephen Nedoroscik rounding out the roster.

The context: Gymnastics tours aren’t new, but one driven by a specific athlete sponsorship is. Previously, governing body USA Gymnastics (USAG) put on similar events in conjunction with sponsors, like 2016’s Tour of Gymnastics Champions sponsored by Kellogg’s. Notably, USAG supports the new tour but has no creative or financial involvement.

• In 2018, the org tumbled in the wake of the Larry Nassar sexual abuse scandal, causing them to lose sponsors and contribute to a $380M settlement along with the US Olympic and Paralympic Committee, all of which caused USAG to go bankrupt.

Zooming out: Having Biles and Athleta launch their own tour was a savvy move as USAG rebuilds its brand, and dovetails nicely with Athleta’s focus on IRL Olympic activations. The tour also allows Athleta to benefit from an Olympic halo effect well into Q4. Sticking around means sticking the landing.