Athleta dives off new platform

Sportswear brand Athleta has launched a new immersive platform called AthletaWell to build loyalty, engagement and a community of empowered women

AthletaWell is an integral part of Athleta’s evolution from a performance brand to a true lifestyle brand and a key component of its Power Plan growth strategy to develop enduring deep relationships with new and existing customers.

Athleta is also partnering with obé Fitness, a digital fitness platform with a focus on bringing entertainment, pop culture and design to fitness, and recently participated in its latest funding round. The long-term partnership is designed to increase brand loyalty and engagement, with both brands working together on apparel, content, events, and innovative shopping experiences. It will feature free access to exclusive workouts for AthletaWell members, with four new workouts launching 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,” said Mary Beth Laughton, CEO, Athleta. “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.”