Suni Lee & Free People Movement

Our Work

Suni Lee & Free People Movement

Winning the coveted All-Around gold medal in the Tokyo 2020 Olympics is a feat few can lay claim to. Going on to compete in college gymnastics while capitalizing on your name and likeness and still maintaining eligibility — now that’s novel. With the changing landscape of NIL in the context of the NCAA, Suni Lee found herself in a particularly powerful position. In crafting her partnerships, we wanted to ensure that they were not only authentic to who she is, but also align with her core values and mission to give back and inspire the next generation. Insert: Free People Movement. Suni (and most Gen-Z’ers) had been a life-long fan of the brand, so an ambassadorship was an organic next step. At the core of her campaign is a charitable component with Girls, Inc., with a percentage of profits from Free People Movement contributed to the non-profit, which supports girls ages five to 18 in cities across North America.