Gap-owned fashion retailer Athleta is here with AthletaWell!
While launching the new wellness and empowerment platform on Wednesday (28 July), the retailer said that this launch is a part of its initiatives to evolve from a performance brand to a true lifestyle brand.
It also said that content is free but exclusive to Athleta Rewards loyalty members.
As a part of AthletaWell’s launch, the fashion retailer has joined hands with at-home fitness platform Obé Fitness and also participated in Obé’s latest funding round.
Notably, Obé will provide free access to exclusive workouts for all members of AthletaWell – with 4 new workouts every month.
Athleta also told media that AthletaWell’s content and activities will be contributed by guides who are leaders in female wellbeing.
The launch of AthletaWell is a distinct indication of how the retail sector has evolved beyond selling goods especially in this ‘New Normal’ world.
Athleta seems to have understood this well and has joined the likes of Lululemon and Nike in focusing on women’s empowerment. AthletaWell is a digital platform to help women navigate the complexities of modern-day womanhood.
Founded in 1998, Athleta was acquired by Gap in 2008 for US $ 150 million and is today a reputed name in women’s activewear.
Also Read: Gap to take Athleta to Canada