Dive Brief:

• In a move timed to Women's History Month, activewear brand Athleta last week expanded its community of brand ambassadors to form the Power of She Collective, which will further its mission to empower women and girls, the company said.
• Eleven female athletes join Simone Biles and Allyson Felix as representatives of the brand and members of the collective. According to the site, the collective will work to “champion wellbeing, create meaningful impact, inspire product innovation, and support women moving women forward.”
• Athleta is looking to deepen its relationship with professional athletes at different stages of their careers and further its purpose-driven partnership philosophy. Members of the Power of She Collective will hold influence in product innovation, have access to mentorship opportunities and be able to participate in the brand’s impact programs.

Dive Insight:

In 2019, Athleta signed Allyson Felix as its first sponsored athlete soon after she spoke out against Nike’s treatment of pregnant athletes. Nike also lost Simone Biles to Athleta in 2021, making the two women the only ambassadors of Athleta until now. New athletes joining Athleta as partners include golfer Albane Valenzuela, Jesse “Flex” Labreck from American Ninja Warrior, paralympic snowboarder Brenna Huckaby and others. 

“We’ve seen the impact our partnerships have had on increasing awareness for our brand and reinforcing our heritage as a performance brand for women and girls,” Athleta President and CEO Mary Beth Laughton said in a press release. “But even more so, we are thrilled to expand our network of powerful women who truly embody the Power of She and give them a seat at our table. We know that when women support each other, we move forward.”

Athleta has a history of partnering with female trailblazers for apparel collaborations as well. Singer Alicia Keys reached a deal last year to create a capsule collection revolving around body diversity and inclusive sizing. And last year Athleta began selling Felix's lifestyle and apparel brand, Saysh, on its website after its parent company acquired a stake in the brand.

Furthering the Women’s History month initiative, Athleta donated $175,000 to the Women’s Sports Foundation. The company has worked with the nonprofit in years past through the Power of She Fund.