Athleta, a Gap Inc. brand, has launched a limited-edition Athleta Girl back-to-school (BTS) collection designed in partnership with U.S. Olympic athlete Simone Biles.
The collection comes nearly 15 months after Athleta announced its partnership with Biles to launch her own performance wear line for teens and children.
“Simone believes in championing the next generation of female athletes as much as we do,” said Mary Beth Laughton, president and chief executive officer of Athleta, in a statement back in August 2021.
The Athleta Girl x Simone Biles BTS collection includes an assortment of versatile activewear styles featuring unique branded trims, matte and soft sheen finishes, and on-garment affirmations such as: “Use Your Voice,” “Courage is Your Superpower,” and “Because I Can.”
In addition to the collection, Biles will also share a video message with back-to-school confidence-building tips exclusively with members of AthletaWell, which is Athleta’s immersive well-being platform designed to build a community of empowered women.
Athleta is also looking to build on its Spring 2022 Roblox activation. To do that, Athleta Girl will expand its partnership with SuperAwesome to bring the Athleta Girl x Simone Biles BTS experience to life through Livetopia, a top 10 game on Roblox. The game experience is expected to include a Simone Biles avatar, branded in-game billboard signage, a storefront featuring clothing products from the Athleta Girl x Simone Biles collection, and an obstacle course led by Simone at the Livetopia school.
“As part of our long-term growth strategy, we’re investing in new access points to reach new customers and expand our community of empowered women and girls,” said Lindsay Ferstandig, head of strategy for Athleta. “Athleta Girl has clear points of differentiation from our competition, offering our customers a one-of-a-kind product assortment that’s thoughtfully designed to not only empower girls’ active lifestyles but also support them through life milestones like puberty and adolescence.”
The new Athleta Girl x Simone Biles collection is now available in stores and online.