Athleta, currently the best-performing brand in the Gap Inc. portfolio, has launched AthletaWell, a new online platform designed to build loyalty, engagement and a female community. In its marketing mission, the San Francisco-based company sees itself as a brand with a mission of empowering women and girls. The new platform is open to Athleta’s customer loyalty program Athleta Rewards and provides access to curated interest groups around wellness, conversations with guides and leaders in female wellbeing, and online and offline activations led by counselors, partners and VIP guests.
Athleta is also partnering with Obé Fitness, a digital fitness platform focused on bringing entertainment, pop culture and design to fitness. The brand also recently participated in Obé’s latest round of funding. The long-term partnership aims to increase brand loyalty and engagement, with both brands collaborating on apparel, content, events and innovative shopping experiences. AthletaWell members will be offered complimentary access to exclusive workouts.
Athleta Rewards are part of Gap Inc.’s recently announced new integrated rewards program for the U.S. and Puerto Rico: The program allows members to earn and redeem credit card and loyalty rewards within four of the group’s brands: Old Navy, The Gap, Banana Republic and Athleta.
