In a headline-grabbing move that’s set off fierce debate across sports and social media, former NCAA swimmer Riley Gaines has reportedly turned down a $3 million endorsement deal from Nike. Her reason? A matter of principle.
“I’d rather lose money than save a woke brand,” Gaines declared, adding that she sees Nike’s recent branding and sponsorship decisions as exploitative rather than empowering for women. The backlash—and support—came swiftly.
A Bold Statement Against a Giant
According to sources close to the negotiations, Nike approached Gaines with a lucrative sponsorship offer earlier this year. The deal would have placed her in the spotlight alongside major female athletes like Caitlin Clark and Sha’Carri Richardson, especially following Nike’s much-publicized Super Bowl campaign.
But Gaines wasn’t interested.
“I don’t believe Nike stands for women,” she said. “I think they stand for profits and politics. And I won’t be used to clean up a brand that I believe disrespects real women behind the scenes.”
Allyson Felix, Transgender Policy Spark Controversy
Gaines pointed to past examples to support her decision—most notably the treatment of Olympic legend Allyson Felix. In 2019, Felix revealed that Nike offered her 70% less pay after she became pregnant, eventually prompting her to launch her own shoe brand for female athletes.
“That said everything I needed to know,” Gaines explained.
She also took issue with Nike’s vocal support for transgender inclusion in women’s sports, saying it undermines fairness and safety for biological women. “This is not about hate,” she clarified. “It’s about protecting the integrity of women’s competition.”
A 2025 New York Times/Ipsos poll cited by Gaines revealed that 79% of Americans oppose transgender participation in women’s sports—a statistic she says companies like Nike are ignoring to chase “cultural points.”
A Divisive Reaction
Public response has been sharply divided.
Supporters hailed Gaines as brave, with hashtags like #StandWithRiley and #SaveWomensSports trending within hours. “She gave up millions to speak the truth. That’s character,” one user wrote.
Critics, however, accused her of lacking empathy and misunderstanding the broader goals of inclusivity. “Progress isn’t always comfortable,” one Twitter user commented. “You don’t have to agree with everything—but closing the door on conversation is not the answer.”
Nike Has Yet to Comment
As of July 13, Nike has not issued an official statement regarding the reported rejection. Some insiders suggest the brand may pivot its messaging in future campaigns, while others believe they’ll double down on their current stance in an effort to appeal to younger, more progressive consumers.
The Bigger Picture
Whether you agree or disagree with Gaines, one thing is clear: her decision highlights the widening divide between corporate branding and public perception in a rapidly shifting cultural landscape. For many, this isn’t just about one endorsement—it’s about what it means to be a woman in sports, and who gets to define that.
As Gaines herself put it, “This was never about the money. It’s about the message.”
