How smaller brands are winning female athletes

2021-08-02

Olympic sprinter Allyson Felix was attracted to a sponsorship offer from Athleta because the company, led by women, showed it valued her as a person and wouldn't penalize her for pregnancy and motherhood. More top female athletes are eschewing sponsorship deals with giant brands in favor of smaller players that are more willing to work with them as people and focus more on their stories in addition to their performance.

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