The social networking platform is part of the athletic apparel and accessory brand’s long-term growth strategy to reach $2 billion by 2023.
The women’s athletic apparel- and accessories-maker, which is owned by Gap Inc., has launched a new social platform called AthletaWell.
AthletaWell, Athleta’s new fitness and wellness platform, is available by way of desktop and mobile devices and includes a section with Athleta “Guides,” or experts in various fitness and wellness areas. Courtesy Photo “We know being active is an important part of our customers’ overall wellbeing, 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, president and chief executive officer of 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.
In fact, during the pandemic, everyone from Target Corp. to American Eagle Outfitters Inc.’s Aerie to Madewell to Danielle Bernstein’s WeWoreWhat, was trying to find their place in the world of athleisure, performance wear and wellness. On Tuesday, Lululemon revealed plans to partner with Wysdom, an artificial intelligence firm, for a digital wellbeing platform that is set to launch sometime in 2022. Even Rihanna may be getting into the game soon.
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