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07/28/2021

Athleta Launches an Immersive Digital Platform for Women to Connect

Jamie Grill-Goodman
Senior Editor
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Performance lifestyle retailer Athleta has launched an immersive new platform as part of its loyalty rewards, designed to build loyalty, engagement, and a community of empowered women.

[See more: Top Women in Retail Tech 2021]

AthletaWell, as the Gap Inc.-owned retailer calls it, aims to create a safe space for women to connect on a range of topics rooted in female wellbeing. Members will have access to vetted experts, premium content, one-of-a-kind experiences and dynamic conversations.

AthletaWell will be exclusively available to Athleta Rewards loyalty members and all content will be free of charge. Athleta Rewards are part of Gap Inc.’s recently announced new integrated rewards program, in which Gap Inc. is simplifying its loyalty programs by folding its four brand initiatives  — Gap, Old Navy, Banana Republic and Athleta —  into a single system.

Athleta is also partnering with obé Fitness, a digital fitness platform which recently participated in Athleta’s latest funding round. The long-term partnership is designed to increase brand loyalty and engagement, with both brands working together on apparel, content, events, and innovative shopping experiences. It will feature free access to exclusive workouts for AthletaWell members, with four new workouts launching each month.

[See also: lululemon Digs Deeper into Digital Experience with Mirror Acquisition]

AthletaWell is an integral part of Athleta’s evolution from a performance brand to a true lifestyle brand and a key component of its Power Plan growth strategy to develop enduring deep relationships with new and existing customers, the retailer said.

“We know being active is an important part of our customer’s overall well-being, so we are thrilled to invest in and partner with obé, and offer the Athleta community access to this like-minded partner,” said Mary Beth Laughton, president and CEO, Athleta. “As our brand continues to grow, this investment creates a unique engagement opportunity for our customers and helps us build even more loyalty over time.”

The AthletaWell experience will include:

  • Spaces where members will have access to curated interest groups centered around wellbeing. Topics include movement and fitness, women’s health, body positivity and more.
  • Guides, including leaders in female wellbeing who will contribute their perspective to fuel conversations between AthletaWell members around these important topics.
  • Online and offline activations, led by guides, partners, and VIP guests, giving members specific moments to gather, connect with one another and get active.

New content, spaces and guides will be added on an ongoing basis driven by the needs of the community and details regarding new partnerships will be announced when available, giving members access to a wide variety of relevant content and support in one centralized place.

“We’ve heard from our customers that wellbeing is a complex journey, rich with questions and there isn't a place where women can talk about it holistically or discover the best solutions,” said Kim Waldmann, Chief Digital Officer, Athleta. “We’re excited to offer AthletaWell, a new digital platform for women to help each other navigate the complexities of modern-day womanhood and to connect our customers in a way that will enhance their overall experience with the brand in a meaningful way, thus, creating even more brand loyalty over time.”