Athleta earlier today announced the launch of AthletaWell, an innovative and immersive new platform designed to build loyalty, engagement and a community of empowered women. As a brand with a mission of empowering women and girls, the platform is rooted in these values and aims to create a community for 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 growth strategy to develop enduring deep relationships with new and existing customers. Founded in 1998, Athleta is based in San Francisco and a Gap Inc. brand.
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, President and 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.”
“We’ve heard from our customers that wellbeing is a complex journey, rich with questions and there isn’t a place where women can talk about it holistically or discover the best solutions,” said Kim Waldmann, Chief Digital Officer, Athleta. “We’re excited to offer AthletaWell, a new digital platform for women to help each other navigate the complexities of modern-day womanhood and to connect our customers in a way that will enhance their overall experience with the brand in a meaningful way, thus, creating even more brand loyalty over time.”
AthletaWell will be exclusively available to Athleta Rewards loyalty members on Athleta’s website and all content will be free of charge. New content, spaces and guides will be added on an ongoing basis driven by the needs of the community and details regarding new partnerships will be announced when available, giving members access to a wide variety of relevant content and support in one centralized place.