Athleta Along with Athletes Empowers Women and Girls
The Gap, Inc.
In honour of Women's History Month and International Women's Day, Athleta has brought together a strong group of brand partners. These partners are well-known athletes and supporters of women's solidarity who give other women hope and help.
The Power of She Collective, in line with Athleta's goal to empower women and girls, will have an exceptional opportunity to influence innovative performance products, receive personal and professional mentorship opportunities, and take part in Athleta's Power of She impact programmes.
Athleta will also donate $175,000 to the Women's Sports Foundation (WSF) from its impact platform, The Power of She Fund, in recognition of the Collective's efforts to further women's equality in sports and life.
Athleta's partnership philosophy is guided by purpose, which was first established when they signed Allyson Felix in 2019 and Simone Biles in 2021. This philosophy is founded on shared values that seek to make an impact. Broadening this community of partners will strengthen Athleta's relationship with elite athletes, regardless of their career stage, and the company intends to expand the community beyond sports in the future.
“Athleta has supported me holistically as not just an athlete but a mother and activist since day one,” said Felix, legacy Athleta partner. “I’m excited for the opportunity to come together with other women and use our collective experiences as athletes, as moms, entrepreneurs and all that we are, to not only support each other but make the world a better place for women and girls. Athleta is giving us the space and support to do that.”
“We’ve seen the impact our partnerships have had on increasing awareness for our brand and reinforcing our heritage as a performance brand for women and girls,” said Mary Beth Laughton, Athleta President and CEO. “But even more so, we are thrilled to expand our network of powerful women who truly embody the Power of She and give them a seat at our table. We know that when women support each other, we move forward.”
Athleta's contribution to the Women's Sports Foundation is the most recent collaboration between the two organisations, which have been working together for several years through Athleta's Power of She Fund.
WSF, established by Billie Jean King in 1974, is recognised for its advocacy efforts in defending Title IX and promoting policies and practices that promote equity, inclusion, and access for girls and women in sports.
To know more about the brand partners, click here.
Source: The Gap