.allysonfelix signs with Athleta, becoming its first sponsored athlete:
. Felix has been without a sponsor since her contract with Nike ended in December 2017; she even ran in the recent USATF Outdoor Championships unattached . Felix is Athleta’s first sponsored athlete.op-ed and appeared in an accompanying video
that implored Nike and the sports-apparel industry at large to pay its female athletes throughout their pregnancies and recovery for childbirth. She was one of several runners, including sprinter Alysia Montaño and marathoner Kara Goucher, who shared their stories of suffering financial consequences because they were pregnant.
and has several women-focused campaigns and initiatives, including the Power of She and Athleta Girls.op-ed played a crucial role in why the company wanted to partner with the athlete. “Just a couple of months ago we had been talking about how do we really create deeper, even more holistic and meaningful partnerships with some of these athletes,” Shekar Pollak told SELF.
Felix, for her part, expanded on why she chose to partner with Athleta, saying that their new partnership is “redefining what sponsorship looks like.” “Typically the industry norm is: You are an athlete and everything is based on your performance,” Felix told SELF. “It's really numbers, making world championship teams, making Olympic teams, and everything is tied back into how well your numbers look like and that is how you're rewarded. This is a completely different approach.
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