Image: Athleta
Women’s activewear brand Athleta launched AthletaWell, a digital platform featuring fitness content and community forums.
Advancing the brand’s mission to empower women and girls, AthletaWell was designed to support female well-being.
Teaming up with obé fitness, the platform will host exclusive workouts. Of note, Gap-owned Athleta participated in obé’s recent $15M Series A, setting the stage for additional collaborations, including content, events, and apparel.
Beyond exercise, AthletaWell aims to be a “safe space” for conversations related to women’s health, body positivity, and mental wellness.
According to Athleta’s chief digital officer Kim Waldmann, the platform was created to help women “navigate the complexities of modern-day womanhood” while building brand loyalty for the retailer.
The big picture: In Issue No. 128, All Things Athleisure, we looked at the state of activewear, including Athleta’s goal of becoming a $2B brand by 2023, writing:
“Last year, the company topped $1B in sales. Promoting inclusivity, Athleta added extended sizing. Expanding beyond the US, the retailer is opening stores in Canada. Raising its profile, the company partnered with champion gymnast Simone Biles who, like track star Allyson Felix, left Nike for Athleta.”
Pointing to a missed opportunity on the community front, we added:
“If or how they engage their community around fitness offerings or lifestyle content is a massive opportunity but TBD for now.”
Punchline: With AthletaWell, the company plans to fill that void by building meaningful relationships with consumers. But for now, they’re playing catch-up to the likes of Nike and lululemon, who have both prioritized community engagement and digital offerings.
In the midst of a “digital transformation,” Nike’s Run Club and Training Club apps continue to pay dividends. So far, lululemon’s $500M acquisition of MIRROR is proving to be a powerful pairing.
Looking ahead, by catering to its core demo of women and girls while focusing on wellness more broadly, Athleta hopes to stand out from the competition.
