Athleta launches Power of She campaign; features 98-year-old yogi Tao Porchon-Lynch on itS first 2017 catalog cover

PETALUMA, Calif., 2017-Jan-05 — /EPR Retail News/ — Athleta is starting 2017 with the launch of a Power of She campaign showcasing the power of women coming together to create social impact through a foundation of health and wellness.

The new campaign builds on the Power of She platform the brand launched in April 2016.  The Power of She brings to life the brand’s mission to ignite a community of active, confident women and girls to reach their limitless potential and celebrates the power of sisterhood with the mantra “Alone We Are Strong, United We Thrive.”

“Athleta stands for inclusivity,” said Athleta President Nancy Green.  “We want to break down stereotypes and help redefine perceptions of wellness and strength while celebrating the power of the female collective to make an impact.”

The centerpiece of the campaign is a collection of stories each highlighting one ‘power’ of Power of She – including positivity, potential, community and confidence:

Positivity: Tao + Terri

At 98 years old, Tao Porchon-Lynch is the world’s oldest yoga instructor whose philosophy is “there is nothing we cannot do if we harness the power within us.”  She and Dr. Terri Kennedy collaborated on a book about Tao’s life Dancing Light: The Spiritual Side of Being and travel the world together to inspire and impact the lives of women across the globe.

Potential: Audrey + Estelle + Melanie + Kimi

When Audrey ‘s daughter Estelle was born with Down syndrome, she helped create Club 21 Learning and Resource Center as a community for parents of children with Down syndrome dedicated to including people with Down syndrome in society.  She partnered with local studio Rose City Yoga, where instructors Melanie and Kimi lead classes teaching their students confidence and the power of their potential.

Community: Clancy + Kristen + Roma

This trio of athletes turned their passion for running into a way to support and bring awareness to maternal health for women around the world through Every Mother Counts (EMC).  Clancy, Kristen and Roma participate in races to raise awareness and funds to provide skilled healthcare to new and soon-to-be moms around the world.

Confidence: Kate + Ella + Alice

Kate T. Parker is a professional photographer who takes photos of girls the way they are naturally – in her words, “silly, adventurous, frustrated, happy, athletic, fierce, funny.” She has collected her photos in a new book Strong is the New Pretty (Workman Publishing; available in March) celebrating the strength and spirit of girls being 100% themselves.

“These women embody the Power of She and represent the impact each of us can have in our community and in the world,” added Green.

Each of the stories will be prominently featured in Athleta’s catalog, in its stores and across digital channels.  The brand’s Chi Blog hosts the campaign content and where Athleta has also added resources for women who are inspired by the campaign to get involved with the organizations featured.  The brand will be hosting in-store events throughout the campaign to give women and girls the chance to showcase their Power of She.

Additionally, Athleta announced that it is a member of #SeeHer, a movement to accurately portray all women and girls in media spearheaded by the Association of National Advertiser (ANA)’s Alliance for Family Entertainment.

“We are delighted to have Athleta and their new campaign ‘The Power of She’ join our #SeeHer movement.  Athleta’s portrayal of women as strong, smart, beautiful, fun and fearless is a valuable addition to our mission of championing an accurate representation of women in media.  We applaud Athleta for amplifying this important message,” said Stephen Quinn, Chairman, ANA Alliance for Family Entertainment.

In support of its goal to increase the accurate portrayal of women in media 20 percent by 2020, the group created a proprietary Gender Equality Measure, GEM™ in which ad content is compared to thousands of other ads.  In the analysis, executed by #SeeHer research partner ABX, Athleta’s 2017 Power of She launch video scored in the top 1% of approximately 10,000 ads measured for its portrayal of women and girls.

ABOUT ATHLETA

Athleta creates versatile premium performance apparel designed by women athletes to inspire a community of active, confident women and girls to reach their limitless potential. Founded in 1998, Athleta integrates performance and technical features across its collection to carry a woman through her life in motion.  In 2016 the company launched Athleta Girl mirroring its signature performance in styles for the next generation. Based in Petaluma, CA and a Gap Inc. brand (NYSE:GPS), Athleta apparel is available at its 130 retail stores across the country, through its catalog, and at www.athleta.com.

Investor information:

investor_relations@gap.com
650-952-4400

Source: Gap Inc.

Athleta launches ‘The Power of She’ campaign and Athleta Girl line inviting women and girls to stand together to put an end to undermining

The brand debuts highly-anticipated Athleta Girl line

PETALUMA, Calif., 2016-Apr-20 — /EPR Retail News/ — Today (April 18, 2016), Athleta is unveiling “The Power of She,” a bold campaign inviting women and girls to stand together, collaborate and put an end to undermining. Through the launch of this campaign, the brand aims to create a sisterhood of women and girls fueled by the core belief that alone we are strong, but united we thrive.

With the brand’s new Athleta Girl line, the brand will continue to encourage healthy, active lifestyles and instill a strong sense of confidence in the next generation of girls. Starting April 26, multiple generations of women and girls can shop together for beautiful, versatile high-quality products with the debut of Athleta Girl’s first collection, truly bringing Athleta’s brand mission to life.

“We believe in the limitless potential of women and girls, and we are passionate about the power of women coming together – it’s in our DNA,” said Nancy Green, president, Athleta. “As we enter the girls’ activewear category with the launch of Athleta Girl, we feel a responsibility to create a campaign that can teach and inspire the next generation of women and girls about the power of collaboration.”

“The Power of She” is a long-term effort that aims to inspire women and girls to join forces and empower one another. Starting today, all are invited to visit athleta.com/powerofshe to learn more about the campaign and take a pledge committing to:

  • Living on the healthy side of competition
  • Lifting their fellow sisters
  • Realizing their own limitless potential
  • Putting an end to undermining

Once the pledge is taken, consumers will be able to share their commitment across their social media channels, along with a customized personal image. Additionally, Athleta is assembling an incredible force of notable women who will take the “Power of She” pledge, while also bringing their unique and powerful voices to this important conversation.

“The Power of She,” also marks Athleta’s television debut. Created in partnership with YARD, a strategic and creative agency, the anthemic video features inspiring women and girls playing and working out together across various sports and activities. Another powerful element of the campaign is a four-part video series highlighting “sister groups” that exemplify women supporting women from the worlds of surf, running, dance, and yoga. Each group speaks to their individual experiences, realizing their full potential and the importance of sisterhood. The campaign will be felt and seen across every touchpoint of the brand, including online, catalog and in each Athleta store.

“Athleta’s mission is to ignite a community of active, healthy, confident women and girls who empower each other to realize their limitless potential. Now is the time to start an important conversation that inspires collaboration and brings awareness to the issue of undermining,” said Elisabeth Charles, senior vice president of Marketing, Athleta. “With the launch of ‘The Power of She’ and Athleta Girl, we hope the next generation will feel inspired to join together to achieve active, happy and full lives.”

Through “The Power of She,” Athleta will continue and enhance its commitment to its national charity partner, Girls on the Run, an organization with a similar mission around empowering the next generation of girls and creating opportunities for women to participate and volunteer on the local level. Through the campaign’s digital hub, customers can get involved, volunteer and donate to the organization.

ABOUT ATHLETA
Athleta has been the premier fitness apparel brand exclusively for women since 1998. With female athletes as its designers, Athleta creates versatile and fashionable performance and lifestyle apparel for the fitness-minded woman who lives life on the go. Offering products that move with her throughout the day, Athleta strives to help her look as amazing as she feels. Athleta offers apparel and gear for a range of activities from yoga and run to strength training and hike as well as seasonal sports, including ski and tennis. Athleta apparel is sold in retail stores across the country and online at www.athleta.com.

PRESS CONTACT
Athleta_press@gap.com

Athleta to launch new girls’ clothing line “Athleta Girl” this summer

Athleta Announces Launch of Girls’ Clothing Line

PETALUMA, Calif., 2016-Jan-19 — /EPR Retail News/ — Today, Athleta announced it is launching a new girls’ clothing line called “Athleta Girl.” The collection, which will include both performance and lifestyle clothing, launches online and in select Athleta stores across the U.S. this summer.

According to NPD data, the women’s active wear category is continuing to grow at a fast pace, with overall sales increasing 20 percent to $19.6 billion in 2015*. A portion of this growth can be attributed to younger customers, including pre-teens and teens.

“Sporty is how girls are dressing today. Just like their moms, sisters, aunts and friends, they are living more active lives,” said Nancy Green, president, Athleta. “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.”

At launch, Athleta Girl product offerings will cover a range of sports, including running, soccer, dance, gymnastics and basketball as well as swim. It will also include an active lifestyle category with products that can transition throughout her entire day.

“Similar to our women’s line, we wanted to create pieces that are rooted in performance, but are versatile enough to be worn at any time in a girl’s day,” continued Green. “Her style is already all about sport, even if she’s not playing a sport. The collection will be the go-to pieces for her wardrobe.”

The line is for girls aged 6 to 14 years and will include key styles from Athleta’s women’s collection, including run shorts, capris and tops, along with new styles designed specifically for a younger customer.

The girls’ category is a natural fit for Athleta as the brand has been active in empowering both women and girls through fitness since its founding in 1998. In 2011, the brand became the national sponsor of Girls on the Run, a non-profit organization dedicated to helping girls build confidence through fitness.

“Athleta Girl is perfectly aligned with our brand mission and values,” said Elisabeth Charles, SVP of Marketing, Athleta. “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.”

In select stores, Athleta will create a unique shopping experience for its Athleta Girl customers with tailored bags, clothing tags and mannequins.

ABOUT ATHLETA
Athleta has been the premier fitness apparel brand exclusively for women since 1998. With female athletes as its designers, Athleta creates versatile and fashionable performance and lifestyle apparel for the fitness-minded woman who lives life on the go. Offering products that move with her throughout the day, Athleta strives to help her look as amazing as she feels. Athleta offers apparel and gear for a range of activities from yoga and spin to strength training and run as well as seasonal sports, including ski and tennis. Athleta apparel is sold in retail stores across the country and online at www.athleta.com.

*For 12 month period ending November 2015.

SOURCE:  Gap Inc.

Gap: Athleta partners with with Derek Lam 10 Crosby to launch a lifestyle collection that transcends the gym for all day style

Collection to launch Fall 2015

PETALUMA, CA, 2015-2-2 — /EPR Retail News/ — Athleta is pleased to announce its first ever designer collaboration in partnership with Derek Lam 10 Crosby to launch a lifestyle collection that transcends the gym for all day style.

With the rise of the athleisure trend and growth of the women’s active wear category, Athleta and Derek Lam 10 Crosby saw an opportunity to create a collection that incorporates Lam’s aesthetic of minimal designs and feminine sensibility with Athleta’s incredible performance fabrics and fitness expertise.

Launching in stores in September 2015, the brand collaboration will span the length of three delivery seasons encompassing Fall 2015, Winter 2015 and Spring 2016.

“We’re excited to collaborate with partners who share Athleta’s passion for fitness and style and understand that the modern woman lives her life on-the-go,” said Nancy Green, President, Athleta. “Versatile clothing with elevated style that takes her throughout the day is incredibly important to our customer. Derek Lam 10 Crosby is the right brand to expand Athleta’s offerings.”

“Our customer leads a very active lifestyle,” said Derek Lam. “Fitness is very much a part of it and we always strive to create clothing which works in her life. Athleta’s expertise in performance fabrics and fibers has offered us a really exciting opportunity to create a collection which complements perfectly what we do for Derek Lam 10 Crosby.”

“Liz Giardinia, VP of Design for Derek Lam 10 Crosby, who has been working with me very closely on this project, is the perfect inspiration and embodiment of that woman,” said Lam.

Added Green: “Athleta products are designed by women athletes for women athletes. Liz is the perfect designer to uphold that value. She is passionate about fitness and constantly seeks out the hottest new workout to fuel her day.”

The first brand collaboration collection will feature Derek Lam 10 Crosby signature details including 2-in-1 styles and color blocking while incorporating a mixture of Athleta performance fabrics. The collection will include leggings, shorts, dresses, jackets, sweatshirts and custom designed sneakers. The collection will be sold online at www.athleta.com and select Athleta stores as well as the Derek Lam 10 Crosby boutique located in New York City’s Soho district.

ABOUT ATHLETA
Athleta has been the premier fitness apparel brand exclusively for women since 1998. With female athletes as its designers, Athleta creates versatile and fashionable performance and lifestyle apparel for the fitness-minded woman who lives life on the go. Offering products that move with her throughout the day, Athleta strives to help her look as amazing as she feels. Athleta offers apparel and gear for a range of activities from yoga and spin to strength training and run as well as seasonal sports, including ski and tennis. Athleta apparel is sold in retail stores across the country and online at www.athleta.com.

ABOUT DEREK LAM
Derek Lam is a leading New York fashion designer known for his modern approach of blending minimal designs with feminine sensuality. The label’s acclaimed runway collections are defined by Lam’s distinctive take on luxury, anchored in the tradition of classic American sportswear.

Derek Lam International, LLC was founded in New York by Derek Lam and partner Jan-Hendrik Schlottmann in 2003. Lam began his fashion career in 1990 after graduating from Parsons School of Design. He spent twelve years at the highest levels of American fashion as a designer at Michael Kors before starting his own label. In 2006 the collection expanded to include handbags, followed by shoes and eyewear in 2007. In 2011, capitalizing on the strength of the main collection while adding a downtown element, the company launched the more accessible 10 Crosby Derek Lam line which quickly became a success in the contemporary market.

Lam has received abundant recognition within the fashion industry. He won the CFDA Perry Ellis-Swarovski Award for Emerging Talent in Womenswear in 2005, and was a winner of the Vogue/CFDA Fashion Fund Prize in 2005. In 2007, he won Accessory Designer of the Year at the 2007 CFDA Awards.

www.dereklam.com

Gap Inc. to close its Piperlime brand, including the online platform and single store in New York

Decision allows company to remain focused on its top priorities

SAN FRANCISCO, 2015-1-26 — /EPR Retail News/ — Gap Inc. (NYSE: GPS) today announced the decision to close its Piperlime brand, including the online platform and single store in New York, by the end of the first quarter of fiscal year 2015.

The company is committed to executing against its long-term strategy of driving profitable top line sales, powered by its global brands and innovative ability to reach customers in new and differentiated ways.  Going into the new fiscal year, the company will focus on its portfolio of five brands – Gap, Old Navy, Banana Republic, Athleta and Intermix, as well as digital and global growth.

“We are incredibly grateful to our fashion-focused, loyal customers, and proud of our dedicated employees who have been working hard to evolve the brand and test out new ideas,” said incoming CEO Art Peck.  “We plan to keep on pushing new ideas and look forward to seeing how we can apply what we’ve learned to the rest of the company as we continue to bring great products and shopping experiences to our customers.”

While Gap Inc. does not break out Piperlime’s sales independently, the brand is by far the smallest of the company’s portfolio with yearly revenue below $100 million, representing less than 1 percent of Gap Inc.’s total revenue base of over $16 billion. The wind-down costs associated with the decision are not material to the company’s financials.

January Sales

The company will report January sales and plans to provide quarterly earnings guidance for the fourth quarter 2014 at 1:00 p.m. Pacific Time on Monday, February 9, 2015.

About Gap Inc.
Gap Inc. is a leading global retailer offering clothing, accessories, and personal care products for men, women, and children under the Gap, Banana Republic, Old Navy, Piperlime, Athleta, and Intermix brands. Fiscal year 2013 net sales were $16.1 billion. Gap Inc. products are available for purchase in more than 90 countries worldwide through about 3,200 company-operated stores, over 400 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.

Gap Inc. announces quarterly dividend of $0.22 per share

SAN FRANCISCO, 2014-11-13— /EPR Retail News/ — Gap Inc. (NYSE: GPS) today announced that its Board of Directors authorized a quarterly dividend of $0.22 per share payable on or after January 28, 2015 to shareholders of record at the close of business on January 7, 2015.

About Gap Inc.
Gap Inc. is a leading global retailer offering clothing, accessories, and personal care products for men, women, and children under the Gap, Banana Republic, Old Navy, Piperlime, Athleta, and Intermix brands. Fiscal year 2013 net sales were $16.1 billion. Gap Inc. products are available for purchase in more than 90 countries worldwide through about 3,200 company-operated stores, almost 400 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.

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