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Negotiating with Nike: Allyson Felix Enc...

Elias, Allison, Ko...

Case

Negotiating with Nike: Allyson Felix Encounters the "Kiss of Death" (A)

Elias, Allison; Kosher, Rowena

OB-1457 | Published March 25, 2026 | 13 Pages Case

Collection: Darden School of Business

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This case examines Olympic champion Allyson Felix's high-stakes negotiation with Nike, Inc. (Nike), over maternity protections for sponsored athletes, highlighting broader issues of gender equity in professional sports. Felix's contract with Nike expired at the end of 2017, and during renewal negotiations, she became increasingly frustrated that Nike offered no pregnancy or postpartum protections. In elite track and field, pregnancy had been described as "the kiss of death," as athletes were often forced to pause sponsorship contracts—and their income—during pregnancy and the postpartum period. As a result, when Felix had gotten pregnant, she had chosen not to disclose her condition to Nike. In 2019, fellow track stars and mothers Alysia Montaño and Kara Goucher publicly shared their pregnancy-related sponsorship struggles, triggering backlash against Nike. Although the company pledged to “do more” and had publicly positioned itself as a champion for female athletes, Felix viewed its response as vague and insufficient. Felix sought to include explicit maternity protections in her contract, aiming not only to secure her own future but also to set a precedent that would help other athletes. Nike's most recent offer had ignored her request for these protections, however. Should Felix continue negotiating with Nike despite the absence of clear protections? Should she seek sponsorship elsewhere? Or should she follow Montaño and Goucher in going public with her story? Together with its follow-up B case, “Negotiating with Nike: Allyson Felix Encounters the ‘Kiss of Death’ (B)” (UVA-OB-1458), this case explores how athlete activism, brand positioning, and values-driven partnerships can drive change, reshape industry standards, and influence both personal and corporate brands.