To the people wondering why they'd keep one athlete and not another. It doesn't work like that. These athletes all are individuals, there is no "league minimum" for track athletes. Companies don't sit there with a ranked list of their athletes going "well if we cut Colleen we have to cut Gwen because that wouldn't be fair!" Each athlete has their different marketability and it's not based on performance only. Colleen is in a unique situation and she's desirable enough to be poached by other companies once her Nike contract ended (and it likely did because 2020 was an Olympic year). If she doesn't like what Nike is offering her she has more than enough options for companies around the US. Especially some companies looking to make a splash. What are the chances that Quigley and D'Amato are both holding out together to announce their new contracts? Might be a company wide thing with that brand.
We all know Nike isn't exactly "loyal" to everyone they've signed. They cut ties with Symmonds and Meb within months of medaling. There's no reason to think Colleen would be any different, especially since they can hold her injuries over her head citing that she has no medals.
Is there a rift between her and Frerichs? Probably not. Is it that crazy to not want to wear a spike with your rival's signature on it (assuming this situation actually happened)? Would Russell Westbrook wear a shoe with James Harden's signature on it? Probably not.
I've always associated BTC with Quigley. I think she's one of the main faces of the training group. I don't know what the dynamic is with every relationship on the team, but I don't think it's crazy for Colleen, who has a keen business mind, to understand that she is overshadowed by Karissa and Shelby. It would be smart for her to develop her new brand with a different shoe company where she can be the prized athlete. Does that make her a diva? Maybe, but if I were in a similar situation I'd absolutely be searching for a way to spread my wings elsewhere. She can take big money somewhere else instead of playing second fiddle to Frerichs with Nike.