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Athleta (athleisure brand)

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An Athleta retail outlet at Westfarms mall in West Hartford, Connecticut in 2015
Athleta storefront in Georgetown, Washington, DC

Athleta is an athleisure fashion brand owned by Gap Inc.

History

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Athleta was founded in 1998 as an independent women’s athletic apparel company focused on combining performance clothing with stylish, everyday wear. In 2008, Gap Inc. acquired Athleta for approximately $150 million[1] and expanded the brand into physical retail stores, opening the first brick-and-mortar location in Mill Valley, California, in 2011.[2] In 2018, Athleta committed to higher environmental standards by becoming a certified B corp.[3][4]

In 2019, Athleta partnered with Olympian Allyson Felix for the "Power of She" campaign.[4]

Maggie Gauger, former head of Nike‘s North America women’s business, is its global brand president and chief executive officer.[5][6] She replaced former CEO, Chris Blakeslee.[1]

In 2026, Athleta partnered with the San Francisco Ballet as their official athletic partner.[7][8]

See also

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References

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  1. 1 2 Proper, Vernon (2025-08-29). "What's the Gap Inc. Playbook for Active Brand Athleta?". Retrieved 2026-06-03.
  2. ↑ "Commercial Real Estate: Online retailer Athleta plans to test store in Strawberry Village". The Press Democrat. 2010-03-29. Retrieved 2026-06-13.
  3. ↑ Peters, Bill (2026-05-31). "Here's how Gap's yoga-wear maker Athleta went from must-have to 'generic'". MarketWatch. Retrieved 2026-06-13.
  4. 1 2 Danziger, Pamela N. "How The 'Power Of She' Will Propel Athleta To $1 Billion In Sales". Forbes. Retrieved 2026-07-01.
  5. ↑ Fonrouge, Gabrielle (2025-07-29). "Nike loses head of North America women's business to Athleta". CNBC. Archived from the original on 2025-08-05. Retrieved 2026-05-20.
  6. ↑ Faithfull, Mark. "Latest Results Show New Athleta CEO Needs To Hit The Ground Running". Forbes. Retrieved 2026-05-20.
  7. ↑ Bravo, Tony (2026-08-04). "Exclusive: This Bay Area brand just became S.F. Ballet's official athletic apparel partner". San Francisco Chronicle. Retrieved 2026-08-20.
  8. ↑ Fowler, Nikki (2026-08-07). "Glitter Magazine | Athleta and San Francisco Ballet Launch New Partnership for Women". Retrieved 2026-08-20.
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