“Simone embodies every part Athleta stands for, from inspiring girls and ladies to have the boldness to pursue their passions to leaning on the power of her neighborhood,” says Athleta Chief Model Officer Kyle Andrew. “For our first marketing campaign, it was essential 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’s 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 the place we have been reminded simply how essential social connection and neighborhood actually is, this feels notably poignant.) As a part of the launch, Athleta spoke with quite a few essential 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 consider in herself and search assist from her neighborhood every time crucial. That degree of steerage definitely 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 brief 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 develop into a tremendous younger unbiased woman who nonetheless depends on her individuals,” Landi says. “She isn’t afraid of talking up, telling her fact and sticking to it to make adjustments for the higher for ladies all around the globe! She is a real position mannequin and inspiration. She is utilizing her energy for better issues.”

You will discover extra phrases from Biles’ family members on the campaign landing page, together with a few of her prime Athleta picks.