Athletic Icon Nastia Liukin Pioneers Transition from Sports Star to Businessperson
When 14-time medalist Nastia Liukin launched the Nastia Liukin Cup in 2010, she aimed to celebrate the achievements of young female gymnasts both on and off the mat. Now, the event holds a coveted spot in the world of gymnastics and serves as a fantastic blueprint for transitioning from an elite athlete to an entrepreneur.
"Nastia wanted to give back to the sport in a meaningful way," explains her talent agency SMITH&SAINT. At every detail, you can sense Liukin's personal touch, reflecting her spirit and values.
Next Generation's Shine
Tomorrow, the 16th edition of the Nastia Liukin Cup takes place at the Kentucky International Convention Center in Louisville. Elite Level 10 women's artistic gymnasts, who have earned their spot by topping one of 22 qualifying events across the nation, will compete. The event, created by Liukin along with USA Gymnastics, was designed to shed a light on Level 10 athletes and provide them with the opportunity to step up and share the podium with their elite counterparts.
Nastia wanted more than just a competition - she planned an experience. With athlete gifting, a welcome recognition session, and a luxurious dinner held at the famous Churchill Downs, she sets out to build connections and foster friendships among the female gymnasts. Pink, her signature color, is prevalent throughout the event; from the athletes' outfits to Liukin's chosen attire, designed in collusion with small artists, the atmosphere is electric with passion.
Dedicated Team Brings the Magic
Bringing such special elements to life requires the hard work of a dedicated team, including Liukin herself and USA Gymnastics. According to SMITH&SAINT, "Nastia's touch is everywhere. From scheduling to collateral, Liukin directly plays a part in the planning and execution, maintaining the aesthetic and overall experience that signifies her name." The coordination doesn't stop there – even the custom leotards and apparel for the athletes are carefully designed with Liukin's precise doses of pink and sparkle.
Smith & Saint recognized the unique potential in Liukin when they started working with her in 2018. Following her Olympic triumphs, they believed there was room to introduce new dimensions to her career. Leveraging her traits - dynamism, discipline, and meticulousness - they enabled her to explore other passions. Embracing an 'influencer,' speaker, commentator, and Olympic movement roles, she now shapes a blueprint for success for aspiring entrepreneurs in her sphere.
Join the Celebration
Don't miss the Nastia Liukin Cup this Sunday, February 23, on USA Gymnastics' YouTube channel starting at 12:30 p.m. ET. Catch some of the nation's finest Level 10 female gymnasts in action and witness the magic of this incredible event that champions the future of gymnastics.
- Stephen Nedoroscik, an Olympian, is expected to make a strong showing at the Nastia Liukin Cup, demonstrating his skills in women's gymnastics.
- Jade Carey, also an Olympian, will be competing in the Nastia Liukin Cup, bringing her Olympic experience to the women's artistic gymnastics event.
- Hezly Rivera, a promising gymnast, will be participating in the 16th edition of the Nastia Liukin Cup, showcasing her talents in the world of Olympic gymnastics.
- The Nastia Liukin Cup, in collaboration with USA Gymnastics, features a blend of Level 10 athletes and elite gymnasts, including Suni Lee, who has previously represented the USA in Olympic gymnastics.
- The Nastia Liukin Cup, held annually, showcases the talents of young gymnasts, providing them with valuable knowledge and experiences that can aid their future endeavors in the sport.
- Smith & Saint, Liukin's talent agency, believes in her ability to inspire and influence others, encouraging her to explore additional roles beyond being a gymnast, such as a speaker or influencer.
- In preparation for the 2024 Olympics, many young gymnasts look to Liukin - or 'Nastia,' as her followers know her - as an example of an athlete who has successfully transitioned from the competitive world of gymnastics to other successful endeavors.
