Brands like AltraRunning are focusing more on the inspiring runners behind the results, even when those athletes are pregnant.
Both Muir and Montaño’s 2020 goals include enjoying their growing families and supporting other athletes through their platforms. While Montaño dreams of competing in the Olympics again someday, Muir has no lofty running goals in place, but will rather be competing for fun.
“[Montaño and Muir] are going to events, speaking, and running. These women are high-caliber athletes. They don’t need extra motivation to do what they want to do,” Shanna Burnette, Altra’s brand communications manager, toldThat said, without seeing contracts—often kept mum through nondisclosure agreements—it’s hard to say how non-traditional deals may differ in dollars and cents between genders, performance metrics, and brands, as industry-wide data on sponsorship is unavailable.
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