Gap is no longer glamorous, but its women’s sports brand Athleta is on the rise

Athleta is a women’s sports brand. Its clothing is both fashionable and functional. The sports covered include yoga, running, skiing, tennis, cycling, triathlon, golf, jogging, mountain climbing, hiking, skiing and surf. Athleta is designed for the active woman who enjoys a variety of fitness activities, seeking comfort and performance.

In September 2008, Gap acquired the Athleta brand for US$150 million, laying a solid foundation for the growing women’s sportswear market in the United States. Subsequently, it integrated the unique advantages of the two brands, perfectly creating a fast-growing brand sales performance.

As a sub-brand of gap, Athleta is also integrated into the integrated station of gap brand and operated as a sub-station. Therefore, Athleta’s account is fully connected with several brands of gap, enjoying joint purchases between multiple brands,

Gap Corporation opened the first Athleta sportswear brand store in New York City to expand the brand’s physical channel performance. This action represents the official entry of the Athleta brand into the East Coast market of the United States, and is also part of Gap’s broader plan to open 50 Athleta brand stores by 2013.

Since the acquisition, Gap Group has been committed to developing its physical stores. Currently, Athleta operates 120 stores in the United States, and its business has been growing rapidly.

In the increasingly competitive sportswear market, Athleta is working on the development of women’s sports series, and plans to launch a new girl product line on April 26 this year, and enter new markets and add 15 stores in existing areas.

On March 11, 2022, Athleta, a sports brand under the Gap Group, announced a new partnership with 11 female athletes, including Paralympic snowboarder Brenna Huckaby, golfer Albane Valenzuela and triathlete Katie Zafares. Meanwhile, Athleta has donated a total of $175,000 to the Women’s Sports Foundation WSF.

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