At this competition, however, Felix was wearing gear from Athleta. The apparel set the stage for the Gap Inc. brand's announcement Wednesday that it has sponsored its first-ever athlete. As with the Nike deal, Athleta will take on a full athletic sponsorship of Felix, including compensation and coverage of essentials, like gear and travel to competitions. But that's where the similarities end, says Athleta chief marketing officer Sheila Shekar Pollak: "We're redefining what athlete sponsorships look like."
Athleta—which together with sister brand Intermix was responsible for about $1.1 billion of Gap. Inc's $16.6 billion in revenue in 2018—will work with Felix to design and launch her own capsule collection. The retailer says it's also planning to create campaigns that, in addition to featuring Felix's speed and athleticism, will put the nine-time Olympic medalist's experience as a mother front and center. "It wasn't just me as an athlete. They're excited about me as a mother, as an activist," Felix says.
"My health was in jeopardy. I had so much on my mind to still have to be concerned with training—it takes a toll on you mentally and physically," Felix says.
Athleta declined to disclose the financial terms of the multiyear sponsorship deal, but says that Felix has been guaranteed "100% protection" for any future pregnancies and it covers her daughter's travel to all competitions. Felix says she hopes that the deal leads other sponsors to improve the terms of their agreements with female athletes. (After Nike faced criticism over its deals, the company agreed to change future contracts so female athletes are not financially penalized for not meeting performance goals due to pregnancy.)