Athleta launches an immersive digital platform for ladies to attach
Athleta starts long-term partnership with obé Fitness, including exclusive fitness content for AthletaWell members
athlete announced the launch of AthletaWell, an innovative and immersive new platform designed to build loyalty, engagement and a community of confident women. As a brand with the mission to empower women and girls, the platform is rooted in these values and aims to create a community for women.
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 build lasting, deep relationships with new and existing customers.
Athleta also works with obé fitnessto bring a digital fitness platform into fitness with a focus on entertainment, pop culture and design, and recently participated in its latest round of funding. The long-term partnership aims to increase brand loyalty and engagement, with both brands working together on apparel, content, events and innovative shopping experiences. It offers free access to exclusive workouts for AthletaWell members, with four new workouts being released every month.
“We know that activity is an important part of our customers’ overall wellbeing, so we look forward to investing in and working with obé to bring 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 opportunity to engage with our customers and help us build even more loyalty over time.”
AthletaWell aims to create a safe space for women to interact on a range of topics rooted in female wellbeing. Members have access to verified experts, premium content from partners like Obé, unique experiences and dynamic conversations.
“We have heard from our customers that wellbeing is a complex journey with many questions and there is no place where women can talk about it holistically or find the best solutions,” said Kim Waldmann, Chief Digital Officer, Athleta. “We are excited to offer AthletaWell, a new digital platform for women who help each other navigate the complexities of modern femininity and connect our customers in a way that meaningfully enhances their overall experience with the brand, which is what im Leads to even more brand loyalty over time. “
AthletaWell will be available exclusively to Athleta Rewards loyalty members on the Athleta website and all content will be free. Based on community needs, new content, areas and guides are continually being added, and details of new partnerships will be announced as they become available, so members have access to a variety of relevant content and support in one place.
