Athleta and Simone Biles return to school – WWD


Athleta and Simone Biles go back to school.

Olympic gymnast Simone Biles in pieces from the Athleta x Simone Biles back-to-school collection for Athleta Girls.

Athlete courtesy photo

The women’s sportswear and accessories brand continues its courtship with the olympic gold medalist Passing by a collection of limited-edition girls’ clothing, as well as a new activation in the Metaverse.

The 15-piece Athleta Girls sportswear collection was designed in collaboration with Biles and includes pieces for young girls aged 6-12 to help them “feel inspired and confident wherever the new school year takes them. “, according to a statement from the company.

Lindsay Ferstandig, Chief Strategy Officer at Athleta, added, “As part of our long-term growth strategy, we are investing in new access points to reach new customers and expand our community of empowered women and girls. . Athleta Girl has clear points of differentiation from our competitors, offering our customers a one-of-a-kind assortment of products, carefully designed to not only promote girls’ active lifestyles, but to support them through the life stages such as puberty and adolescence.

Athlete Simone Biles sportswear

Pieces from the Athleta x Simone Biles back-to-school activewear collection for Athleta Girls.

Athlete courtesy photo

The latest assortment marks Athleta’s third major campaign with the Olympian. The brand first announced its planned clothing partnership with Biles in April last year, after the gymnast’s previous contract with Nike ended. The partnership with Athleta made Biles the brand’s exclusive apparel partner, allowing her to help design her own line of activewear, while also creating several capsule collections for Athleta Girl. The venture was also the first time that Athletica – which is owned by Gap Inc. – has partnered with a gymnast.

“Using my voice has been very empowering for me and I’m grateful to embark on this new journey with Athleta to inspire young girls and women to do the same,” Biles said in 2021. “The opportunity to encourage young girls to reach their full potential and be a force for change is incredibly powerful. I admire Athleta for its commitment to recognizing and supporting the individual and collective strength of women and together I believe we can help girls take on the world with confidence and passion in their sporting endeavors and beyond.

Athlete Simone Biles

The limited-edition Athleta x Simone Biles back-to-school collection for Athleta Girls features an assortment of vibrant colors.

Courtesy picture

This year, Biles will add to the partnership by creating “confidence-building videos”, articles and other activities.Activities for young girls which will be available on the AthletaWell platform.

The campaign will also be featured in the metaverse via Roblox and the “Athleta Girl x Simone Biles” experience in Livetopia, a popular game on the Roblox platform. The virtual activation will include Athleta Girl x Simone Biles billboards, a Biles avatar dressed in Athleta Girl apparel, a digital showcase featuring apparel from the collection, and an interactive obstacle course called “Limitless You.”

Athletica Girl – a sub-brand launched by Athletica in 2016 – offers activewear and lifestyle clothing for girls ages 6-14. Since its launch, the assortment has acted as a growth engine for the entire Athleta business, nearly doubling revenue for the Athleta Girl business since 2020 – nearly 90% of sales inincrease in the parent company’s 2021 fiscal year.

“Our Athleta Girl assortment is a powerful growth engine for our brand and our unique girls assortment is strategically designed to transition seamlessly with girls as they reach adolescence,” Ferstandig said. “If you walk into one of our stores today, approximately 40% of the products you’ll see in our girls’ category have a matching style in our women’s collection, keeping Athleta Girls shopping for their favorites. tested as they transition out of girls’ sizes.

The brand added that Athleta Girl is one of the main entry points for new customers entering the Athleta brand. Biles’ first co-created product – a limited-edition “In Your Element” hoodie, which debuted last fall – was one of the brand’s most-viewed items on within hours. after its launch. Additionally, on average, Athleta Girl shoppers spend approximately twice as much with the brand each year.

The latest Athleta Girl x Simone Biles collection is available in Athleta stores and on the brand’s e-commerce store today. The back to school assortment ranges from XS to XL, or girls ages 6 to 16, and costs between $15 and $99 each.

Meanwhile, the biggest Athleta brand continues to grow. Earlier this month he revealed the location of two new points of sale: Chicago and Virginia. The San Francisco-based retailer also said it would like to grow its store fleet by 30 to 40 new stores in Gap Inc.’s 2022 fiscal year. The news follows Athletica’s earlier plans to increase its revenue stream to $2 billion by 2023 , up from $978 million in 2020, while opening more stores and expanding into the Canadian market. So far, Athleta has opened a dozen stores to date while increasing net sales by 4% in the last trimester.


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