Athleta: Empowering Women Through Performance and Purpose
Origins and Founding
Athleta was founded in 1998 by Scott Kerslake in Petaluma, California, as a brand dedicated to providing functional and stylish activewear for women. Inspired by the growing interest in fitness and outdoor activities, Athleta aimed to fill the gap between high-performance athletic gear and fashion-forward designs.
Acquired by the Gap Inc. Group in 2008, Athleta has since expanded its offerings and influence, becoming a leader in the activewear market while championing inclusivity, sustainability, and women’s empowerment.
Ownership and Leadership
As part of Gap Inc., Athleta operates under a vision of purpose-driven growth. The brand’s leadership focuses on aligning performance apparel with initiatives that support female empowerment and sustainable practices.
Under CEO Mary Beth Laughton, Athleta has reinforced its mission to create products that inspire women to reach their full potential, both in fitness and in life.
Aesthetic and Notable Pieces
Athleta’s aesthetic emphasizes versatility, comfort, and functionality, offering pieces designed to transition seamlessly between workouts, workdays, and casual moments. The brand prioritizes high-performance fabrics and modern silhouettes to create stylish yet practical activewear.
Signature Pieces
- Salutation Stash Pocket Tights: Crafted with Athleta’s signature Powervita™ fabric, these leggings provide a second-skin feel, complete with convenient pockets.
- Conscious Crop Tops: Supportive and stylish sports bras designed for yoga, pilates, or everyday wear.
- Pranayama Wrap: A lightweight layering piece that blends comfort with elegance, perfect for transitioning from the studio to the street.
- Momentum Jackets: Sleek, weather-resistant outerwear for outdoor activities and everyday errands.
- Swimwear and Dresses: Versatile, performance-driven pieces ideal for active lifestyles, combining quick-dry fabrics with fashionable designs.
Athleta also offers collections tailored for specific activities, including yoga, running, hiking, and athleisure, ensuring every piece meets the needs of modern, active women.
Legacy and Influence
Athleta has played a transformative role in the activewear industry, pioneering the integration of high-performance apparel with lifestyle fashion. Its dedication to empowering women through fitness and community initiatives has set it apart as more than just a clothing brand—it’s a movement for strength, inclusivity, and self-expression.
The brand’s inclusive sizing (ranging from XXS to 3X) and its efforts to represent diverse body types in campaigns have earned widespread praise, fostering a loyal customer base that values authenticity and representation.
Famous Fans and Cultural Impact
Athleta has attracted celebrity fans and ambassadors who align with its mission of empowering women. Notable partnerships include Simone Biles, the iconic Olympic gymnast, and Allyson Felix, the decorated track and field athlete, who represent the brand’s values of perseverance and strength.
These collaborations highlight Athleta’s commitment to celebrating women’s achievements and inspiring future generations.
Inspiring Confidence Through Movement
Athleta is more than a clothing brand—it’s a platform for women to embrace their strength, individuality, and potential. By combining performance-driven design, inclusive representation, and sustainable practices, Athleta empowers its customers to move confidently through life.
With its versatile collections, commitment to ethical practices, and focus on fostering community, Athleta continues to lead the charge in activewear for the modern, mindful woman.
Q&A
Who owns Athleta?
Gap Inc.
When did Athleta launch?
1998.
Where is Athleta based?
San Francisco Bay Area.
What is Athleta best known for?
Inclusive activewear, travel pants, and studio-to-street basics.
Does Athleta offer petite and tall?
Yes. Many styles come in Petite, Regular, and Tall.
Does Athleta carry plus sizes?
Yes. Many pieces run XXS–3X.
Athleta vs Lululemon—what’s the difference?
Athleta skews inclusive and versatile. Lululemon skews gym-tech and sleek.
Best Athleta leggings for yoga?
Elation and Salutation in Powervita. Both feel soft and stretchy.
Elation vs Salutation—how do they differ?
Elation: minimal seams, usually no side pockets. Salutation: more support and “Stash” pocket options.
What is Powervita fabric?
Athleta’s buttery-soft yoga fabric. Light compression. Very comfortable.
Best leggings for running or HIIT?
Look for SuperSonic or compressive blends. They feel cooler and hold tight.
Do Athleta leggings stay up?
High-rise waistbands and internal elastic help. Size correctly for support.
Do Athleta leggings pill?
Powervita can pill under friction. Wash inside out and avoid rough surfaces.
Are Athleta bras supportive?
Yes, by impact level. High-impact styles handle running and training.
Most popular travel pant?
Brooklyn Ankle Pant. It’s light, packable, and wrinkle-resistant.
What fabric is the Brooklyn Pant?
Featherweight Stretch™. It drapes, dries fast, and travels well.
Trekkie North Jogger—what’s special?
Stretch ripstop. Durable, quick-dry, and hiking-friendly.
