Women's activewear company of Athleta, owned by Gap
AthletaWell will be a crucial aspect of developing Athleta from a performance brand to a lifestyle brand, as well as a core element of their Power Plan growth method in order to establish lasting, substantial relationships with consumers.
Athleta is additionally collaborating with obé Fitness, which is a digital fitness platform with an emphasis on entertainment, pop culture, and design within the fitness world. This particular long-term collaboration is intended to enhance brand trust and commitment, while both brands would work on clothing, content, events, and novel shopping experiences. It will provide free access to workouts that are only available to AthletaWell members, with four workouts released 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," stated Mary Beth Laughton, President and CEO, Athleta, in a press statement. "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 strives to make a safe space for women to relate to a variety of topics with one another regarding female health and well-being. Members of AthletaWell will be able to experience advice from experts, and premium content from collaborators such as obé, which will ultimately provide them unique experiences and effective, positive conversations.
The AthletaWell experience involves: spaces (interest groups) that discuss subjects such as movement and fitness, women's health, and body positivity; guides (leaders) who will provide their points of view in order to establish important conversations surrounding specific subjects; and online and offline activations, which are led by guides, partners, and VIP guests (providing them with opportunities to communicate and socialize with one another, thus becoming more active in the community).
"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," stated Kim Waldmann, Chief Digital Officer of Athleta, in a press statement. "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."
