Athleta Business Analysis

Katherine Daponte

Business Communications

Business Analysis

August 17th, 2017

Athleta by Gap Inc.

Section I: Background

Company Profile:

Athleta is a premium fitness and lifestyle brand creating versatile performance apparel to inspire a community of active, confident women and girls. Athleta strives to integrate technical features and innovative design across it’s women’s collection to carry her through a life in motion- from yoga, training and sports, to everyday activities and travel. The mission statement reads, “At Athleta, our mission is to ignite a community of active, healthy, confident women and girls who empower each other to reach their limitless potential. We believe alone we are strong, but united we thrive; brining this to life through the Power of She campaign.” The Athleta active wear is designed for – and by – women athletes and active women; furthermore, in 2016 the company launched Athleta Girl to mirror its signature performance styles for the next generation. Established in 1998, Gap Inc. acquired Athleta for $150 million dollars in 2008, which created a 52% sales increase for the company. The biggest competitor for Athleta in the active wear industry is Lululemon.  

Relevant Personnel:

The first key person is the current President and CEO of Athleta, Nancy Green, who has worked for Gap Inc. for 21 years, specifically Athleta CEO for the past five years and is leading the brand through high-growth phase and brand evolution. Her expertise is focused on

leading businesses through high-growth, creating and developing brand vision, strategy, and

breakthrough product and marketing. The next key person is Andréa Mallard, the Chief Marketing Officer at Athleta, whose expertise focuses on brand building, sales enablement, and sales strategy. Lastly, Charlotte Lord, Director of Merchandising at Athleta, who focuses on product development, product direction, managing merchant teams, and setting product strategies.

Section II: Purpose

Athleta has largely become a leading enterprise in the fitness industry for active wear. Not only for the clothing practicality, mobility, and quality, but also for the chic, athleisure, and affordable appeal of the brand image. Since 1998, Lululemon is the active wear brand in the yoga and overall fitness industry that created fashionable, functional fitness wear, and is the biggest competition for Athleta. The issue being address is focused on how Athleta can separate themselves as a company from Lululemon, including brand development, brand sponsorship, and strong presence in the fitness industry. The issue needs to be addressed to uphold and grow in sales, brand image and identity in the fitness industry, and create a stronger competition in holding the number one choice as an active wear company.