Athleta Launches AthletaWell, an Immersive Digital Platform for Women to Connect on a Range of Topics Rooted in Female Wellbeing
July 28 2021 - 9:00AM
Business Wire
Brand launches long-term partnership with obé
Fitness, including exclusive fitness content for AthletaWell
members
Today, Athleta (NYSE: GPS) announced the launch of AthletaWell,
an innovative and immersive new platform designed to build loyalty,
engagement and a community of empowered women. As a brand with a
mission of empowering women and girls, the platform is rooted in
these values and aims to create a community for women. AthletaWell
is an integral part of Athleta’s evolution from a performance brand
to a true lifestyle brand and a key component of its Power Plan
growth strategy to develop enduring deep relationships with new and
existing customers.
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AthletaWell Guides page (Photo: Business
Wire)
Athleta is also partnering with obé Fitness, a digital fitness
platform with a focus on bringing entertainment, pop culture and
design to fitness, and recently participated in its latest funding
round. The long-term partnership is designed to increase brand
loyalty and engagement, with both brands working together on
apparel, content, events, and innovative shopping experiences. It
will feature free access to exclusive workouts for AthletaWell
members, with four new workouts launching each month.
“We know being active is an important part of our customer’s
overall well-being, so we are thrilled to invest in and partner
with obé, and offer the Athleta community access to this
like-minded partner,” said Mary Beth Laughton, President and CEO,
Athleta. “As our brand continues to grow, this investment creates a
unique engagement opportunity for our customers and helps us build
even more loyalty over time.”
AthletaWell aims to create a safe space for women to connect on
a range of topics rooted in female wellbeing. Members will have
access to vetted experts, premium content from partners like obé,
one-of-a-kind experiences and dynamic conversations. The
AthletaWell experience will include:
- Spaces where members will have access to curated
interest groups centered around wellbeing. Topics include movement
and fitness, women’s health, body positivity and more.
- Guides, including leaders in female wellbeing who will
contribute their perspective to fuel conversations between
AthletaWell members around these important topics.
- Online and offline activations, led by guides, partners,
and VIP guests, giving members specific moments to gather, connect
with one another and get active.
“We’ve heard from our customers that wellbeing is a complex
journey, rich with questions and there isn't a place where women
can talk about it holistically or discover the best solutions,”
said Kim Waldmann, Chief Digital Officer, Athleta. “We’re excited
to offer AthletaWell, a new digital platform for women to help each
other navigate the complexities of modern-day womanhood and to
connect our customers in a way that will enhance their overall
experience with the brand in a meaningful way, thus, creating even
more brand loyalty over time.”
AthletaWell will be exclusively available to Athleta Rewards
loyalty members on Athleta’s website and all content will be free
of charge. New content, spaces and guides will be added on an
ongoing basis driven by the needs of the community and details
regarding new partnerships will be announced when available, giving
members access to a wide variety of relevant content and support in
one centralized place.
Athleta Rewards are part of Gap Inc.’s recently announced new
integrated Rewards program for the U.S. and Puerto Rico: One
Membership. Four Brands. This program simplifies and
streamlines how members can earn and redeem their rewards within
our four brands by combining the previous credit card and loyalty
programs under Navyist Rewards, Gap Good Rewards, Banana Republic
Rewards, and Athleta Rewards.
To sign up for Athleta Rewards, please visit
https://athleta.gap.com/browse/info.do?cid=1098761.
To sign up for AthletaWell, please visit
https://community.athletawell.com/.
For more information on Athleta, please visit www.athleta.com
and www.gapinc.com, or athleta.ca/comingsoon.
About Athleta:
A certified B Corporation, Athleta is a performance lifestyle
brand with a mission of empowering a community of active women and
girls. Athleta’s versatile premium performance lifestyle apparel is
designed by women for women with inclusivity at its core. Founded
in 1998, Athleta integrates performance and technical features
across its collection to support women across their entire
lifestyle – from yoga and training to travel and sleep. In 2016,
the company launched Athleta Girl mirroring its signature
performance in styles for the next generation. Based in San
Francisco, CA and a Gap Inc. brand (NYSE: GPS), Athleta apparel is
available at its over 200 retail stores across the United States,
through its catalog, and at Athleta.com.
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Mya Walters press@gap.com
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