Athleta snaps up Simone Biles for new partnership

By

Jennifer Braun

Published
Apr 26, 2021

Gap-owned brand Athleta announced on Friday a new long-term partnership with highly decorated Olympic gymnast Simone Biles. 

As part of the partnership, Biles will work on initiatives with a particular focus toward Athleta Girl including the planned launch of multiple capsule collaborations for Athleta Girl, as well as Biles’ own signature activewear line.

With the agreement, Biles has ended her affiliation with athleticwear giant Nike Inc.

"Using my voice has been very empowering for me and I am grateful to embark on this new journey with Athleta to inspire young girls and women to do the same," said Biles, in a news statement. 

"The opportunity to encourage young girls to reach their full potential and be a force for change is incredibly powerful. I admire Athleta for their commitment to recognize and support women's individual and collective strength and, together, I believe we can help girls to confidently and passionately take on the world in their athletic endeavors and beyond.”

Biles is widely regarded as one of the greatest female athletes of all time. The first woman to capture five All-Around World Championship titles, she holds 25 medals overall (19 gold) and is a five-time Olympic medalist (four gold).

"We are excited to welcome Simone to the Athleta family and work together to further our mission of empowering women and girls," said Mary Beth Laughton, president and chief executive officer of Athleta. 

"Simone believes in championing the next generation of female athletes as much as we do, and we are confident this partnership will continue to build community with our customers and enrich our brand.”

This month, Athleta announced plans to enter the Canadian market later this year, with both e-commerce and retail capabilities. 

The move comes as Athleta surpassed US$1 billion in net sales with 16 per cent growth in annual sales, in 2020.