aDressed

The official blog of Gap Inc.

Athleta Girl: Investing in the next generation of active women

ExperienceTara R. Hunt, Gap Inc. bloggerComment

How do you nurture a new generation of active, healthy and confident women? By empowering girls to be just as active, healthy and confident as their role models.

Athleta, which has designed activewear specifically for women since 1998, announced its newest clothing line: Athleta Girl, earlier this year. The collection of performance and lifestyle clothing — outfitting after-school sports and weekends with friends alike — is available online and in select Athleta stores now.

The line, meant for girls ages six through 14, will cover a range of sports, including running, soccer, dance, gymnastics, basketball and swim. By offering run shorts, capris, tops and other clothes designed for a younger customer, the brand is offering its signature performance and quality to girls who already live life on the go.

“Sporty is how girls are dressing today. Just like their moms, sisters, aunts and friends, they are living more active lives," said Athleta President Nancy Green. “We see Athleta Girl as an opportunity to offer her clothes that are comfortable, stylish, high-quality, built to move and will perform for her."

Expanding into girls offerings is a natural fit for Athleta. Since 2011, Athleta has been the national sponsor for Girls on the Run, a nonprofit dedicated to helping girls build confidence through fitness.

“Athleta Girl is perfectly aligned with our brand mission and values," said Elisabeth Charles, Athleta's senior vice president of marketing. “Our mission is to ignite a community of active, healthy, confident women and girls who empower each other to realize their limitless potential. Our new girls' clothing line allows us to encourage healthy, active lifestyles and instill a strong sense of confidence with the next generation of girls."