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Dive Brief:
- Legendary long distance Olympic swimming champion Katie Ledecky has signed a five-year deal to represent women’s activewear brand Athleta, per a news release.
- A 21-time world champion and 10-time Olympic medalist, Ledecky joins Athleta’s roster of female athletes who comprise the brand’s Power of She Collective. The brand is now her dry land athletic apparel sponsor.
- She is part of Athleta’s new “Find Your Movement” brand campaign that launched Friday — a multichannel effort geared to empower women and girls to build confidence, strength and wellbeing through movement.
Dive Insight:
Athleta’s new campaign is timed to coincide with March’s Women’s History Month and just ahead of International Women’s Day on March 8. The brand campaign will be spread across television, digital, and streaming, as well as out of home, with support from social media platforms Snapchat and TikTok.
As part of the agreement with Athleta, Ledecky will participate in product wear testing to drive best-in-class performance across the brand’s assortment, wear Athleta as her performance apparel brand outside of the pool and appear in brand campaigns.
“I’ve long admired Athleta for recognizing and authentically supporting female athletes’ individual and collective strengths, and that’s why I’m thrilled to partner with a brand that has values that align with mine,” said Ledecky in a statement. “I’m looking forward to being part of something that inspires me on a personal level. Athleta has a history of supporting athletes holistically, which resonates with me.”
Athleta’s Power of She Collective includes high profile athletes Simone Biles and Allyson Felix, both of whom signed deals with the company prior to the formation of the collective in 2023. Its growing roster of athletes all participate in various programs and testing of new products. They include Mariah Bell (figure skating), Monique Billings (basketball), Natalie Coughlin (swimming), Brenna Huckaby (Paralympic snowboarding), Jesse Labreck (“American Ninja Warrior”), Jessica Mendoza (softball), Monica Puig (tennis), Heather O’Reilly (soccer), Albane Valenzuela (golf), Winter Vinecki (freestyle aerial skiing) and Katie Zaferes (triathlon).
Athleta, which is owned by Gap, Inc., last reported financials in November for fiscal third quarter of 2023. Net sales were $279 million, down 18% compared to last year, and comparable sales were down 19% year over year.
“Sales in the quarter continued to be challenged as the brand laps last year's elevated discount levels and the team works to re-engage its core customer through better product and brand right marketing,” the company stated regarding Athleta’s Q3 performance.
Gap Inc. will report its fourth quarter and fiscal 2023 financial results on March 7.
via https://www.aiupnow.com
Howard Ruben, Khareem Sudlow
