Athleta’s spring collection features more than 40 Fair Trade Certified styles

MORE THAN 40 STYLES NOW PROVIDE A PREMIUM TO PREDOMINANTLY FEMALE FACTORY WORKFORCE

SAN FRANCISCO, 2017-Feb-01 — /EPR Retail News/ — Athleta is introducing an assortment of styles created in a factory certified by Fair Trade USA, an organization dedicated to creating social and economic opportunities for factory workers around the world.

Athleta’s spring collection features more than 40 Fair Trade CertifiedTM styles and more styles will be added throughout the year. The offering is expected to approach 100 items by the end of 2017. The Fair Trade CertifiedTM pieces include the latest designs in some of Athleta’s most popular product lines such as the Sculptek Stealth collection and High Neck Chi tank as well as a range of additional tops and bottoms. The pieces are available in Athleta stores, through the Athleta catalog and online at Athleta.com.

Working with Fair Trade USA enables Athleta to enhance its commitment to empowering women by supporting the female-dominated workforce in the manufacturing facilities with which it sources. For every Fair Trade Certified™ product sold, factory workers directly earn an additional financial premium, which they collectively invest in the needs of their community. Previous investments, which are voted on and executed by the workers themselves, have included childcare, transportation, women’s health programs, and education – directly enhancing the lives of workers and their families. The debut styles are produced by a newly certified facility in Sri Lanka, supporting more than 2,100 workers of whom more than 80 percent are women.

“Supporting women in their ability to come together to reach their full potential is core to our brand,” said Nancy Green, president, Athleta. “Partnering with Fair Trade USA is an important and natural step in directly enabling the women who create Athleta clothes to positively affect their communities and families.”

For a product to earn Fair Trade certification, it must originate from a facility that operates according to the rigorous social, environmental and economic standards set in place by Fair Trade USA. The Fair Trade certification complements Gap Inc.’s Vendor Conduct standards. As part of the Gap Inc. portfolio of brands, Athleta products are manufactured by approved factories that are required to comply with the Gap Inc. Code of Vendor Conduct, which sets forth rigorous requirements for compliance with applicable laws, environmental standards, labor practices and working conditions to help ensure that factory workers are treated with dignity and respect.

“Fair Trade allows each of us to live our values through our everyday choices–through a simple purchase,” said Paul Rice, President & CEO of Fair Trade USA. “When you choose a Fair Trade Certified™ item from Athleta, you’re not just getting an amazing product; you’re also helping empower and improve the lives of the women who made it.”

ABOUT FAIR TRADE USA

Fair Trade USA is a nonprofit organization that promotes sustainable livelihoods for farmers and workers; protects fragile ecosystems; and builds strong, transparent supply chains through independent, third-party certification. Its trusted Fair Trade Certified™ label signifies that rigorous standards have been met in the production, trade and promotion of Fair Trade products from over 80 countries across the globe. Recognized as a leading social venture by the Clinton Global Initiative, the Skoll Foundation and Ashoka, Fair Trade USA also provides critical capacity-building programs at origin, and educates consumers about the power of their purchase. www.FairTradeUSA.org.

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 – from yoga and training to about-town and travel. 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 125+ 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 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.