Athleta Unveils Digital Platform Focused on Wellbeing

    • AthletaWell is “designed to build loyalty, engagement and a community of empowered women.”
    • Simone Biles and Allyson Felix will be featured on the platform in the future.

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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.