PETALUMA, Calif. — January 19, 2016 — Today, Athleta announced it is launching a new girls’ clothing line called “Athleta Girl.” The collection, which will include both performance and lifestyle clothing, launches online and in select Athleta stores across the U.S. this summer.
According to NPD data, the women’s active wear category is continuing to grow at a fast pace, with overall sales increasing 20 percent to $19.6 billion in 2015*. A portion of this growth can be attributed to younger customers, including pre-teens and teens.
“Sporty is how girls are dressing today. Just like their moms, sisters, aunts and friends, they are living more active lives,” said Nancy Green, president, Athleta. “We see Athleta Girl as an opportunity to offer her clothes that are comfortable, stylish, high-quality, built to move and will perform for her.”
At launch, Athleta Girl product offerings will cover a range of sports, including running, soccer, dance, gymnastics and basketball as well as swim. It will also include an active lifestyle category with products that can transition throughout her entire day.
“Similar to our women’s line, we wanted to create pieces that are rooted in performance, but are versatile enough to be worn at any time in a girl’s day,” continued Green. “Her style is already all about sport, even if she’s not playing a sport. The collection will be the go-to pieces for her wardrobe.”
The line is for girls aged 6 to 14 years and will cover a range of activities. It will include key styles from Athleta’s women’s collection, including run shorts, capris and tops, along with new styles designed specifically for a younger customer.
The girls’ category is a natural fit for Athleta as the brand has been active in empowering both women and girls through fitness since its founding in 1998. In 2011, the brand became the national sponsor of Girls on the Run, a non-profit organization dedicated to helping girls build confidence through fitness.
“Athleta Girl is perfectly aligned with our brand mission and values,” said Elisabeth Charles, SVP of Marketing, Athleta. “Our mission is to ignite a community of active, healthy, confident women and girls who empower each other to realize their limitless potential. Our new girls’ clothing line allows us to encourage healthy, active lifestyles and instill a strong sense of confidence with the next generation of girls.”
In select stores, Athleta will create a unique shopping experience for its Athleta Girl customers with tailored bags, clothing tags and mannequins.
Posted January 19, 2016