Yahoo Lifestyle Athleta Exec Says Watching Brand Ambassador Simone Biles' Evolution Has Been 'Epic': 'She Has Superpowers' (Exclusive)
“When we signed Simone in 2021, there was no guarantee around sort of what her journey was going to look like after Tokyo,” Ilona Aman, chief marketing officer for Athleta, tells PEOPLE
Courtesy Athleta
Simone Biles for Athleta Power of SheSince Simone Biles began working with Athleta, the company’s chief marketing officer has had a front-row seat to watch the gymnast’s success.
For Ilona Aman, that was literally the case on Monday, Aug. 5, when the Athleta exec was inside Bercy Arena to see Biles, 27, snag a silver medal in the floor exercise final during the Paris Summer Olympics.
“Oh, it's been epic. Epic,” Aman tells PEOPLE exclusively. “It's like singed in my brain as a tattoo. It's been incredible.”
And as the world has cheered on the most decorated gymnast of all time as she cemented her comeback from the twisties during 2021's Tokyo Olympics, the athletic leisurewear brand has been able to do so as well.
“When we signed Simone in 2021, there was no guarantee around sort of what her journey was going to look like after Tokyo,” Aman says. “And I think it just spoke to the importance of our brand looking at athletes beyond just who they are on the mat or on the court or on the field. And that was the inception of the conversation that we initially had with her.”
With its complete focus on women’s and girls’ sportswear, the brand and Biles, 27, have worked together on their shared mission to empower the same demographic.
“When we think about the products that are coming to market this year, we've really become the multi-generational brand that's focused on cementing our legacy together,” Aman tells PEOPLE.
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Through her work with the brand, Biles’ personality has shone through, she adds.
“I think what a lot of people don't see behind the scenes is the human element of who she is,” Aman says. “The reality of her being not just the G.O.A.T. in her respective sport, but one of the greatest athletes of our time is that she has superpowers. We as society, we as sort of people have put her on the pedestal and said, ‘Wow, take us to the promised land.' ”
Aman adds, “And I think what we've learned over the time that we've gotten to know one another is the human side is the part that's the most relatable. That while she's a superhero, when she's on the mat or on the beam or on the vault, at the end of the day, she's human.”
Last year, Biles spoke with PEOPLE in conjunction with her partnership with Athleta Girl, sharing at the time that she makes it a priority to inspire the next generation.
“I think the main message that I would send to kids is to never give up, never back down,” Biles told PEOPLE.
After picking up four more medals to add to her Olympic total of 11, Biles has put to rest any doubt about her return to the world stage. And Aman feels the iconic athlete’s quest is relatable to everyone.
Aman says, “It's incredibly inspirational for people who watch it that know gymnastics or don't know gymnastics and come out of that being thinking to themselves like, ‘Wow, I can do this.’ I can, whatever that I ‘can’ is for them.”
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