Nike wasn't 'giving me really what I needed,' U.S. Olympian says about jumping to LuluLemon
When her contract with Nike (NKE) was up for renegotiation, American Olympian Colleen Quigley chose to leave the athletic apparel giant for a different type of deal with Lululemon (LULU).
"I've been with Nike since 2015 when I graduated from Florida State University... and joined the team out here in Portland, then had a great five-year run with them,” Quigley said on Yahoo Finance Live (video above). “But I think when I got to the end of that, I just decided that they weren't giving me really what I needed off of the track and not really seeing me as anything more than just a runner.”
Quigley — a 2016 U.S. Olympic 3000m steeplechaser who withdrew from 2021 Olympic trials — joins a growing number of athletes who were dissatisfied with Nike endorsement deals. Other top runners that parted ways with footwear giant include Mary Cain and Allyson Felix, who respectively spoke out about the company's allegedly toxic culture and lack of maternity protections.
“I started to see myself as more than a runner, and I like to do a lot of different things," Quigley said. "I have different initiatives that I'm working on, really focusing on young athletes and young female athletes."
Lululemon "values me as that whole person," she added, "which is really what drew me to them."
Colleen Quigley places second in women's steeplechase heat in 9:53.48 to advance during the USATF Championships Jul 26, 2019; Des Moines, IA (Kirby Lee-USA TODAY Sports)
"You don't have to be on top of the podium to really send a strong message”
Professional athletes in sports such as track and field seek sponsorship deals for compensation since there are few leagues — particularly for women — that pay viable salaries. For college stars like Quigley, signing with a major brand represents the dream of taking one's running career to the next level.
When describing her contract with Nike, Quigley stressed that it was a “transactional relationship.”
“So you run this time, you qualify for this team, you place top three, and you get paid this amount, and if you don't perform and you don't make the team and you don't get a medal, then you don't get paid,” she said. “All of the traditional brands really just see you as a results machine and what you can perform, and what you can give them on the track is really the only thing that they value.” Nike estimated that it will spend $1.33 billion in endorsement contracts in fiscal year 2021, according to company filings. That figure varies based on how well athletes perform and doesn't include the cost of athletic gear provided to endorsers.
Despite the massive marketing machine, top women athletes are increasingly looking for sponsorships that go beyond rewarding athletic accomplishments.
In 2019, Olympic sprinter Allyson Felix departed from Nike after she said she felt pressure from the company to return quickly after her pregnancy and accept a significant pay cut.
“If we have children, we risk pay cuts from our sponsors during pregnancy and afterward," she wrote in an op-ed at the time. "It’s one example of a sports industry where the rules are still mostly made for and by men." (Nike updated its maternity policy to guarantee pay for pregnant athletes after Felix, as well as runners Alysia Montaño and Kara Goucher, went public with their pregnancy stories.)
posted Wednesday August 18th
by Grace O’Donnell