Athleta

Athleta is an American women's athleisure and performance apparel brand founded in 1998 and owned by Gap Inc. since 2008. It became a certified B Corp in 2018.

What is Athleta?

Athleta is an athleisure brand that combines performance clothing with everyday style for women. It is a division of Gap Inc.

History

The brand began in 1998 as an independent women's athletic apparel company. Gap Inc. acquired it in 2008 for about 150 million US dollars. It opened its first physical store in Mill Valley, California, in 2011, and became a certified B Corp in 2018. In 2019 it launched the Power of She campaign with Olympian Allyson Felix. In 2026 it became the official athletic partner of the San Francisco Ballet.

Products and positioning

Athleta positions itself in the women's active segment between mass market sportswear and premium specialists, with a stated focus on inclusivity and sustainability credentials supported by its B Corp status.

Leadership

Wikipedia names Maggie Gauger as global brand president and chief executive, succeeding Chris Blakeslee. She previously led Nike's North America women's business. Gap Inc. itself is led by Richard Dickson.

Business model and distribution

Athleta sells through its own stores and online. The sources consulted do not describe other channels, and no founders or headquarters are named there, so none are given here.

Why it matters

Athleta is the activewear leg of Gap Inc.'s portfolio and shows how a large apparel group has built a competitor to specialist women's sportswear brands through acquisition rather than organic development.

Frequently asked questions

Who owns Athleta?

Athleta is owned by Gap Inc., which acquired it in 2008 for about 150 million US dollars.

Is Athleta a luxury brand?

No. Athleta is a mid-market women's athleisure and performance apparel brand within Gap Inc.

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