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In 2019, Allyson Felix became Athleta’s first-ever sponsored athlete, creating a partnership that supports Allyson as more than just an athlete. Athleta is honoring Allyson’s passion for supporting mom and caretaker athletes and empowering more women and girls to use their voice and build their confidence. And on May 17, 2022, Allyson Felix debuted her fourth collection on Athleta.com.
In the summer of 2020, along with our parent company Gap Inc., we made commitments to Create for All, With All focused on driving systemic change through our customers, our employees, and our community. At Athleta, we thought hard about how we could further amplify these actions. We committed to Increase Representation, Ensure Pay Equity, launch the Wellness for All Grant Initiative, Reinforce Accountability, and to Recommit to Community. A year later, we’re sharing how we’re doing—how we’re aligning to our latest commitments, our progress against our original commitments, and the work we’re doing to sustain and expand our efforts moving forward. We said it a year ago, and it’s still true—systemic change doesn’t happen overnight. But we’re here to do the work. We’re proud to be a mission-driven B Corp that uses business as a force for good, putting people and planet right up there with profit. Our mission remains the same, to ignite the limitless potential of all women and girls—and when we say all, we mean all.
Athleta announced a long-term partnership with Simone Biles, the most decorated gymnast in World Championships history, in a shared vision designed to empower women and girls. Biles joins Athleta in a wide-reaching partnership that will bring to life the brand’s mission of fostering community, igniting activity, and inspiring the next generation to be the best version of themselves.
Athleta announced it will enter Canada later this year, marking the brand's first company owned expansion outside the United States. Athleta plans to launch e-commerce late this summer followed by opening retail stores at Yorkdale Shopping Center in North York, Ontario and Park Royal Shopping Centre in West Vancouver, British Columbia in fall 2021.
Athleta recently launched its first capsule collection with Allyson Felix, the most decorated athlete in World Athletics Championship history. To get an inside look at how the collaboration came to be, The Business of Fashion sat down with the two designers behind the collection, Casey Schumacher and Alexandra Gardner. Both have extensive experience at large performance retail brands, but this partnership was a once in a lifetime opportunity. See how they brought it to life and why partnerships with purpose matter:
Gap Inc. and Gap Foundation continue to find ways to support communities in need and the heroes on the front lines.
Our CEO, Mary Beth Laughton is always inspired by our customer's purpose behind their purchase. Hear what she had to say during a recent visit at Team Athleta's newest location in Long Beach, CA. "Hearing directly from customers is important, especially at this busy time of year. I find it so powerful to hear customers talk about how they shop Athleta because of our mission to empower women and girls. Many mothers are buying for their daughters so they can be active together or they are picking up tights for their favorite workout partner."
SELF Magazine and their team of fitness professionals, influencers and editors tested more than 250 workout leggings. See which Athleta leggings made their list: http://glassdoor.com/slink.htm?key=vML5K
Athleta ranks as one of the top 200 luxury and fashion brands, alongside Nike and Moncler, in NewStore, Inc.'s recent omnichannel report.
See how we're continuing to empower women and girls via Glossy. #PowerofShe
