Athleta Debuts Limited-Edition Simone Biles Back-to-School Collection
July 26 2022 - 3:25PM
Business Wire
New collection underscores the power of
Athleta’s Girls business, which has nearly doubled its sales since
2019
Athleta, a Gap Inc. (NYSE: GPS) brand, today launched its
limited-edition Athleta Girl back-to-school collection designed in
partnership with Simone Biles. The line features 15 items designed
to help girls ages 6-12 feel inspired and confident wherever the
new school year takes them.
This press release features multimedia. View
the full release here:
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Athleta today launched its
limited-edition Athleta Girl back-to-school collection designed in
partnership with Simone Biles. (Photo: Business Wire)
The new back-to-school collection marks another major milestone
in Athleta’s landmark partnership with Biles, which was announced
in 2021 with a shared mission of inspiring the next generation of
girls. Biles’ new signature collection features an assortment of
versatile activewear styles with unique branded trims, matte and
soft sheen finishes and on-garment affirmations like “Use Your
Voice,” “Courage is Your Superpower” and “Because I Can.”
As part of the multi-platform launch, Biles will share a video
message with back-to-school confidence-building tips exclusively
with members of AthletaWell, Athleta’s immersive well-being
platform designed to build a community of empowered women.
Building on the success of its Spring 2022 Roblox activation,
Athleta Girl is expanding its partnership with SuperAwesome to
bring the Athleta Girl x Simone Biles back-to-school experience to
life through Livetopia, a top 10 game on Roblox. The interactive
and immersive game integration will include a Simone Biles avatar,
branded in-game billboard signage, a storefront featuring clothing
products from the Athleta Girl x Simone Biles collection, an
exclusive obstacle course with 27 variations of play and a pep
rally led by Simone at the Livetopia school.
“As part of our long-term growth strategy, we’re investing in
new access points to reach new customers and expand our community
of empowered women and girls,” said Lindsay Ferstandig, head of
strategy for Athleta. “Athleta Girl has clear points of
differentiation from our competition, offering our customers a
one-of-a-kind product assortment that’s thoughtfully designed to
not only empower girls’ active lifestyles, but also support them
through life milestones like puberty and adolescence.”
Athleta is one of the only performance lifestyle brands to
establish a celebrity partnership specifically in the Girls
category, underscoring its commitment to the unique product
category and brand differentiation.
Since its launch in 2016, Athleta Girl has become a powerful
growth driver and key contributor to Athleta’s long-term growth
strategy. Since 2019, the brand’s Girls business has nearly doubled
its sales and achieved 125% customer growth. Athleta Girl product
also ranks among the top entry points for new customer acquisition
for the brand and serves as a high-value driver for existing
customers. On average, customers who shop the brand’s Athleta Girl
assortment spend two times more with the brand annually.
“Our Athleta Girl assortment is a powerful growth driver for our
brand, and our unique Girls assortment is strategically designed to
seamlessly transition with girls as they reach their teen years,”
said Ferstandig. “If you walk into one of our stores today, about
40% of the product you’ll see in our Girls category has a
corresponding style in our Women’s collection, allowing Athleta
Girls to continue to shop their tried-and-true favorites as they
transition out of Girls sizing.”
Athleta Girl x Simone Biles product collaborations have built on
the brand’s category momentum. Biles’ first co-created product, a
limited-edition “In Your Element Hoodie,” debuted last fall as the
most-viewed item on Athleta.com within hours of its release. Her
first signature collection also resonated with the brand’s Athleta
Girl customer base, with the 12-style assortment averaging 4.8-star
ratings on Athleta.com.
The new Athleta Girl x Simone Biles collection is available in
stores and online now. To learn more, visit Athleta.com.
About Simone Biles:
Simone Biles is one of the greatest female athletes of all-time.
The first woman to capture five All-Around World Championship
titles, Biles is the most decorated gymnast in World Championships
history – male or female – with 25 medals overall (19 gold) and is
a seven-time Olympic medalist (4 gold). A three-time Laureus World
Sportswoman of the Year, she has earned the rare distinction of
having four skills named in her honor – The Biles – across beam,
floor (two) and vault disciplines. Biles’ extraordinary
accomplishments have received widespread recognition including TIME
100 Most Influential, Forbes 30 Under 30, Ebony Power 100, People
Women Changing the World, USA Today 100 Women of the Century, and
two-time Associated Press Female Athlete of the Year among others.
Her autobiography - Courage to Soar - was a New York Times
bestseller and developed into an award-winning tv special on
Lifetime and her documentary series – Simone vs Herself – that
streamed on Facebook Watch is nominated for a Sports Emmy Award.
Biles utilizes her platform to help advocate for mental health and
support initiatives that provide education and assistance for
children and young adults associated with adoption and foster
care.
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 more than 220 retail stores across the United
States and Canada, through its catalog, and at Athleta.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20220726006122/en/
Mya Walters press@gap.com
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