Athleta Isn’t Like Other Athleisure Brands, But It Could Save The Gap
Athleisure is a major trend. Gap Inc. knew they needed to turn it into profit, and Athleta might be a better investment than they imagined.
In April of 2021, gymnast Simone Biles ended her partnership with Nike. The separation may have come as a shock because Biles is such a decorated athlete and the Olympics were right around the corner. Nike might be the most notable name in the sports world, but Biles wanted more than a name. She wanted to use her platform to empower women.
She decided to work with Athleta. The Gap-owned sportswear line has been catering to all types of women since it was founded, and Biles recognized the brand’s mission. Athleta has remained committed to this mission, and the identity has become part of its appeal.
Clearly, Biles isn’t alone in her fondness for Athleta. The brand has been a critical part of Gap Inc.’s growth this decade and it continues to drive profits for the company. As Gap Inc. tries to envision a future outside of the mall, Athleta will need to be part of the evolving strategy. Their mission to be an inclusive, empowering brand has connected with customers and athletes. Now, it’s time for Athleta to prove they’re different from other…
