• Loading stock data...
Friday, September 5, 2025
Fox Analyst and Media Entrepreneur Greg Olsen to Speak at Tuned In Get your ticket now!

Athleta Unveils Digital Wellbeing Platform

Athleta/Design: Alex Brooks

On the same day Simone Biles withdrew from the individual all-around gymnastics competition at the Tokyo Olympics for mental health reasons, her sponsor — Athleta — launched a wellbeing platform.

AthletaWell offers online and off-line activations, including workout content, and supervised chat spaces.

Athleta also announced a partnership with Obe Fitness, which includes free access to exclusive workouts for AthletaWell members. Athleta recently contributed to Obe’s $15 million Series A funding round.

These days, Athleta is more closely competing with other top companies in the $83 billion athleisure market.

  • The brand recently launched in Lululemon’s home country, Canada.
  • Simone Biles left Nike earlier this year for Athleta, two years after Allyson Felix, the most decorated track and field star, did the same following a 70% pay cut from Nike while pregnant.

AthletaWell is a free-of-charge benefit of its loyalty program — more than 50% of Athleta’s sales today are from those members. 

Athleta hopes to reach $2 billion in annual net sales by 2023.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Cooper Lutkenhaus

Running Prodigy Ditches High School and College for Nike at 16

Cooper Lutkenhaus is a contender at next month’s track world championships.

More Than Jerseys: Tennessee-Adidas Deal Brings in NIL Money

The Volunteers are switching from being a Nike school.
Stanford

John Donahoe Taking Over Stanford Sports After Rocky Nike Tenure

John Donahoe will be Stanford’s AD after a four-year stint running Nike.
WNBA

Portland WNBA Team Will Be Fire, Bigger Choices Loom

The WNBA’s 15th franchise is bringing back the Fire.

Featured Today

Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.
August 30, 2025

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
August 24, 2025

The Honey Deuce Effect: How Tennis Perfected the Signature Cocktail

Sold every 1.5 seconds, they total more than $12 million in sales.
Sponsored

Trailblazer Cal Calamia Is Racing for ‘Advocacy, Storytelling, and Performance’

The marathoner wants excellence—not just inclusion—to be the goal for non-binary athletes.
Sponsored

‘Run With the Competition’: Ultra Trail Runner Lotti Brinks Is Back With..

Ultrarunner Lotti Brinks is ready to make her first Courmayeur-Champex-Chamonix podium in her HOKA Mafate 5s.
Sponsored

Top Esports Athletes Will Compete for National Glory in the Esports Nations..

The new biennial event, starting in 2026, kicks off a monumental next era for esports.
Sponsored

Trailblazer Cal Calamia Is Racing for ‘Advocacy, Storytelling, and Performance’

The marathoner wants excellence—not just inclusion—to be the goal for non-binary athletes.
Sponsored

Win. Advance. Repeat: The Professional Fighters League’s Rise to Prominence 

As of 2025, PFL has introduced a World Tournament format, where every fighter must battle through a high-stakes bracket to reach a championship.
The 2018 Ragin' Crossfit Games are held at Blackham Coliseum in Lafayette.
March 14, 2025

CrossFit for Sale After Years of Drama and Attrition

The intense fitness workout got popular in the early 2000s.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.
Sponsored

How On Location is Redefining the Olympic Winter Games Hospitality Experience

As the Olympic Winter Games Milano Cortina 2026 approaches, On Location—the Official Hospitality Provider—is redefining luxury hospitality.