Outdoor Voices is in the middle of a firestorm after former employees have revealed the troubled activewear company is headed towards bankruptcy, following reports that the brand is closing all stores and transitioning to an online-only retail model.

The brand has seemingly removed all of its 15 brick-and-mortar retail locations nationwide from its website. 

The news of the potential insolvency was first reported by Sourcing Journal, which cited former Outdoor Voices employees with close knowledge of the matter. The activewear brand has also missed rent and vendor payments in recent months, according to the publication, and gave pink slips to most of its corporate employees.

According to another report, from Puck News, Outdoor Voices has already closed all of its retail locations and intends to focus solely on its e-commerce business.

Rise & Fall

Like Lululemon, Outdoor Voices has developed a cult-like following as devotees of the brand have embraced its merchandise as much as its #doingthings lifestyle ethos. Founded in 2013 by Tyler Haney, the brand moved from its New York City roots to Austin, Texas, as it grew. 

By early 2020, right before activewear and athleisure began to see a pandemic-related boom, Haney stepped down as CEO during restructuring efforts. Internal strife had been brewing and an anonymous letter had been sent to the Outdoor Voices’ board and executives that targeted Haney for her management style.

Financial troubles were also percolating, with the company’s valuation down to $40 million in 2020, a steep decline from its 2018 valuation of $110 million. By 2021, the brand had named Gabrielle Conforti, former Urban Outfitters president, as its CEO. 

The activewear company had begun shopping for a buyer in 2022, according to Business of Fashion. 

Haney may have been out of the picture, focusing on Joggy, a cannabis supplement brand, but she appeared to find time to keep a watchful eye on the brand she founded — even leaving comments last year on Outdoor Voices’ social media posts that indicated she had felt the brand had lost its way. 

Now, with news swirling of a potential Outdoor Voices bankruptcy, the active Reddit community on r/OutdoorVoices has been posting images of closed stores, many with notes in the windows that have the Venmo handles of former employees. One photo from a shop in Minneapolis reads, “Our (chairwoman) Ashley Merrill refuses to pay anyone severance. We appreciate anything that you can give. All funds will go directly to this staff. Thank you!” 

Activewear Brands Struggle Post-Pandemic 

It’s been a trying time for some in the activewear game, with leggings giant Lululemon even admitting that it will remain cautious in 2024 in the face of market uncertainty.

Gap’s activewear arm, Athleta, reported an 18% net sales drop in its third quarter of fiscal 2023 compared to the prior year, noting in its earnings release that sales continued to be a challenge. Athleta has said it would work on re-engaging its core customers.

Activewear brand Bandier had also been looking for a buyer to mitigate supply chain challenges before getting acquired along with Carbon38 by BC Brands in January. 

More traditional sportswear giants have also seen some headwinds. Under Armour also reported slowing sales, and Nike cut its annual revenue forecast, announcing a $2 billion cost-savings plan that included restructuring.

One outlier is Gymshark, which recently reported a rather uncommon push-and-pull situation, having experienced slumping profits in 2023 (reporting $16.5 million, down from $35.3 million) but a 15% revenue increase. The brand, founded and led by U.K.’s youngest billionaire, Ben Francis, is going full-steam ahead. 

Outdoor Voices didn’t immediately respond to Athletech News’ request for comment

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Gymshark may have experienced slumping profits in 2023 but is focusing on its increased sales, as the popular U.K.-based activewear brand has made big plans to expand its presence through retail and debut a new premium line. 

The activewear brand reported revenue was up 15% to £556.2 ($709 million), according to a recent filing reviewing the fiscal year ending July 31, 2023. However, it reported profit before tax was £13.1 million ($16.5 million), down from £27.8 million ($35.3 million) in the previous year.

Despite facing the pains of rising raw material, labor costs and cost of living increases affecting consumer spending, Gymshark maintains that it has continued to grow. In contrast, activewear giants such as Athleta and Under Armour have reported dwindling sales.

“I thought I’d jump on here and give you the numbers myself, but also take the opportunity to tell you about some of the moments that are going to make 2024 Gymshark’s BIGGEST. YEAR.EVER.,” posted Gymshark CEO and founder Ben Francis on LinkedIn. He included a video where he outlined key performance details from Gymshark’s 2023 financial results, reflected on the brand’s biggest Black Friday and single-day sales that the brand has seen and shared what’s in store for 2024.

Gymshark’s flagship store on London’s Regent Street experienced sales ahead of expectations, according to the filing. More than just merchandise, the experiential location offers special events, community gatherings and workout spaces. The concept has been such a hit that Gymshark has announced a second retail location in London’s Westfield Stratford City, which boasts over 44 million visitors annually. 

Gymshark Goes High-End, Eyes NYC

As for its product offerings, 2024 will see Gymshark launching its “highest quality athleisure range yet,” according to Francis, adding that the new high-end line, ‘Everywear,’ is born from repeated requests from the Gymshark community for an even more premium product. 

“So we listened,” Francis said, “And I personally have been really involved in the development of this range, and I cannot wait for you to touch and feel this product.”

The new line will launch exclusively in the U.K.’s upscale department store, Selfridges.

“We had to launch it somewhere iconic,” Francis said of the famed retailer, adding that the move also marks Gymshark’s first foray into wholesale. 

Gymshark will also open a pop-up store in New York with a 12-month run, which Francis teased will be in the heart of Manhattan. As for its e-commerce division, the brand plans to become available in the Dubai region this spring and the wider Middle Eastern area. 

Lifting Roots

The activewear brand also plans to continue leaning into in-person experiences, heading to Miami for a huge upcoming event, #LiftMiami, on February 24 and 25.

As the U.K.’s youngest billionaire, Francis has made a fortune with Gymshark, harnessing the power of Instagram, TikTok and fitness influencers who would sport Gymshark apparel in exchange for a small payment. In a garage-to-riches story that landed Gymshark the coveted unicorn status in 2020, the entrepreneur has dodged IPO talk, telling Retail Gazette in 2022 that the brand had plenty on its plate and that it was looking to “smash the U.S. market.” 

At the start of last year, the activewear brand laid off 65 stateside employees in Colorado in an attempt to centralize locations and safeguard the future of its business. By fall, Gymshark tapped Google Cloud and generative AI to power its next growth phase, contextualizing transactional data from purchases versus activities from its fitness training app to provide product suggestions to customers.

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Athleta has dropped a new activewear collection with advanced, no-slip fabric technology made for the most intense, high-impact workouts. 

It’s a crowded space, the activewear game — especially as brands and retailers clamor for the spending power of women, who account for nearly 60% of activewear sales. In recent weeks, fitness pioneer Tracy Anderson and Calia, a women’s performance wear brand sold exclusively at Dick’s Sporting Goods, have debuted women-focused activewear that places fabric functionality at its core.  

Athleta’s new Train Collection is not only innovative, it brings to life the brand’s mission to empower women through movement, said Casey Schumacher, senior director of design.

“With this launch, Athleta continues its commitment of creating products for real women with our obsessive attention to every detail,” she said.

The Gap-owned brand says it conducted third-party lab testing to perfect the eight-piece activewear collection, $69 – $135, to achieve the ideal fit, design and functionality for active women.

“We wanted to ensure we created a product she could jump, lift, sweat and move in without distraction,” Schumacher explained.

Athleta’s new collection relies on the magic of its PowerMove fabric, crafted partly from post-consumer plastic bottles (yet comfortable) while offering active-friendly coverage and stretch.

The brand says its Train Collection is “anchored” by  Interval Tight, which includes two lengths of high-performance leggings, capris, shorts with stay-put bonded waistbands and a fitted jacket with a removable hood.

For pre and post-workout style or layering purposes, Athleta has also included an Unstoppable Fleece assortment with ‘Flex Fleece,’ a new fabric made with spandex and recycled polyester fiber. A zip-up, lightweight jacket, vest and joggers are available, all quick-drying for the comforts of outdoor training.

Athleta also took care to include pockets in the pieces of the Train Collection for streamlined storage needs.

Sportswear Slump

Activewear and athleisure may have boomed during the pandemic, but brands are facing a more challenging environment at the moment.

Gap reported Athleta’s net sales for the third quarter of fiscal 2023 were $279 million, down 18% compared to the prior year. The apparel company noted in its earnings release that Athleta’s sales in the quarter “continued to be challenged” and indicated that the brand would work to “reengage its core customer through better product and brand right marketing.”

Athleta isn’t alone — Under Armour is also facing a sportswear slump after reporting slowing sales. Last month, Nike cut its annual revenue forecast and announced a $2 billion cost-savings plan involving layoffs at the sportswear giant.

Lululemon, a leader in the active and athleisure space that joined the S&P 500 last year, also remains cautious in the face of market uncertainty as it enters the men’s footwear space. Although Lululemon’s men’s line saw a 15% growth in 2023’s third quarter, brand awareness has remained low in the U.S. and even more so outside of North America. 

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Gap Inc. has appointed Chris Blakeslee, formerly of Alo Yoga, as Athleta’s new president and CEO.

Athleta, founded in 1998 to serve athletic women, was acquired by Gap Inc. in 2008. The activewear brand now operates over 200 stores in the U.S. and Canada. 

Blakeslee will join the activewear brand on August 7, overseeing strategic growth and product innovation. He will also continue Athleta’s mission, “Power of She,” which launched in 2016, providing grants and advocacy work for women and girls. 

Athleta’s new president and CEO has held various roles across marketing, sales, product portfolio management, and operations, coming to Athleta after serving as president of Alo Yoga and Bella+Canvas since 2017.

Under Blakeslee, Alo Yoga grew to over $1 billion in sales in 2022, nearly doubling its year-over-year growth.

Athleta’s parent company Gap Inc. also named its own new CEO, Richard Dickson, of Mattel. Dickson replaces Sonia Syngal, who led Gap for two years. The executive changes have reflected positively on shares of Gap, which are up nearly 6% in the past five days. 

While activewear may have seen a boom during the at-home fitness craze, according to a report by McKinsey, athletic footwear and activewear saw revenue declines of 4 to 6% in the first nine months of 2022, resulting from weakened consumer demand.

In its Q1 2023 financials, Athleta reported net sales of $321 million, down 11% when compared to last year, with sales in the quarter impacted by “continued product acceptance challenges.”

Still, Gap is rallying behind the new leader of Athleta to change course.

“A true brand champion, Chris is known for driving results in high-growth businesses through the blend of creativity and operational rigor,” said Bob Martin, executive chairman and interim CEO of Gap Inc. “Chris is a strong, decisive leader and proven business driver across multiple industries, including active apparel and wellness – one of the fastest and most aspirational retail sectors – making him well suited to guide Athleta into long-term, sustainable growth rooted in delivering high-quality performance product and a rich omni shopping experience.”

Blakeslee, who holds an MBA from John Hopkins University, commented that he’s long admired the Athleta brand.

“I see incredible runway for the brand to capitalize on its unique, purpose-led positioning and performance product innovation, leveraging its assets across marketing, stores, product and community to deliver consistent growth,” Blakeslee said. “There is something really captivating about the ‘Power of She’ when it comes to engaging women and girls in all aspects of life, and I can’t wait to jump in with the teams to harness this in a way that will further serve customers’ wants and needs.”

Athleta appointed Julia Leach as chief creative officer in May.

This past spring, Athleta announced a partnership with elite athletes to empower women and girls and made a $175,000 donation to the Women’s Sports Foundation to advocate for women’s equality in sports and life. 

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Activewear brands like Aviator Nation, Revolve, Hermès, and Alo Yoga have entered the brick-and-mortar fitness space, demonstrating a new trend to combine fashion and fitness through real life experiences. Other fashion brands like Lululemon, Sweaty Betty, and Athleta have long offered workouts at gyms, but have yet to open a standalone fitness space. However, as consumers seek community, aspirational goals, and purpose in their pursuit of health and wellness, they are looking to real-life connections with their favorite activewear brands.

Alo Yoga, one of the trendiest athleisure brands, has incorporated fitness classes into its retail experience since 2016, with its “yoga sanctuary.” The retail experience has a yoga studio and a café, which creates a wellness community for consumers, and drives sales of its apparel collections. Alo has also opened Alo Wellness Clubs in Los Angeles and New York City, with personal trainers, facials, massages, and a green juice bar. Membership is “by invitation only,” and for those invited—everything is free.

Fitness and fashion, though, are far from being strangers. SoulCycle has long been known for its apparel, and in the late 2010s it expanded its direct-to-consumer fashion brand. In-house apparel brand Soul by SoulCycle was also in Nordstrom stores. A large part of SoulCycle’s business was driven by apparel sales, and other brands look to be following a similar playbook.

Brands like Revolve are re-entering the space now. Revolve re-launched the Revolve Social Club in March 2022, in Los Angeles, and opted for a consumer-facing six-week pop-up. From 2016 to 2019, Revolve had a members-only Social Club, but the new version is less exclusive, and is more focused on community. The initiative now includes a wellness center gym with workout classes offered by studios like Cityrow, and local fitness experts and trainers.

Partnerships between studios and apparel brands are also growing. For RIDE, a standalone yoga and spin studio in Santa Monica, its partnership with Aviator Nation has been thriving. Aviator Nation sells soft sweats for $150-$200 per piece, and has high sales at RIDE’s studio. As more consumers return to brick-and-mortar experiences, apparel sales in-studio will likely only grow.

Will more fashion brands open dedicated gyms? As in-person workout experiences continue to grow, it is likely that other brands follow suit, and capitalize on the high potential sales offered by in-person apparel purchases.

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It looks as though more people are taking Nike’s famous motto, “Just Do It,” to heart… and their wallet when it comes to buying the brand’s apparel. According to study findings from financial technology corporation Rakuten, the sportswear company remains most popular among its peers in the United States. Using Google search numbers, Rakuten discovered the average monthly search for Nike polled in at 6,650,000. In addition, the corporation was found most favored in the state of Utah.  

Following Nike at the number two spot is athletic apparel retailer Lululemon, gaining 5,730,000 average monthly searches on Google, and Adidas at number three (2,550,000 average monthly Google searches). Minnesotans are big advocates of Lululemon, while New Yorkers can’t get enough of Adidas. 

The number four and number five rankings of Rakuten’s study go to New Balance (1,640,000 average monthly Google searches) and Under Armour (1,150,000 average monthly Google Searches), respectively. Interestingly enough, the state with a significant interest in both brands is Maryland.  

In a deeper look at Google trends from state-to-state, Rakuten noted the state with the most interest in sportswear overall is New York, followed by Mississippi and Kansas. The states with the “least interest” in sportswear are New Mexico, Montana, and Vermont.

Rakuten’s sportswear popularity study was conducted within the past 12 months. Widely known for providing cash-back services and coupons for members, Rakuten has many stores on its platform including Nike, Lululemon, Walmart, Target, and Ulta Beauty.  

Here is Rakuten’s complete list of the top ten most popular sportswear brands in USA, along with each one’s average monthly search Google numbers and most interested states: 

1. Nike (6,650,000; Utah)
2. Lululemon (5,730,000; Minnesota)
3. Adidas (2,550,000; New York)
4. New Balance (1,640,000; Maryland)
5. Under Armour (1,150,000; Maryland)
6. Athleta (1,050,000; Minnesota)
7. Converse (1,010,000; Wyoming)
8. Patagonia (937,000; Vermont)
9. Gymshark (902,000; North Dakota)
10. Fabletics (882,000; Utah)

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With a glance at Leah Pfrommer’s Instagram account, it’s easy to see the Club Pilates instructor has a lot of enthusiasm for her job, healthy living, spending time with loved ones, and encouraging members of her classes in their pursuit of getting fit. Pfrommer was just as excited to share details of her day-to-day life for our Recovery Day series.  

Besides her deep appreciation for Lululemon and Athleta threads, Pfrommer’s philosophy on why the only supplement she’ll take is Vitamin D may leave you questioning your own vitamin/mineral intake regimen. Her day off schedule could seem hardcore for those who can’t wait for a relaxing Sunday Funday complete with sleeping late or Netflix and chill time. However, Pfrommer still manages to cram viewing sessions of romantic comedies and Bridgerton into her busy and gratifying schedule. 

Athletech News (ATN): What’s your go-to outfit when not at the gym?

Leah Pfrommer: Athleisure, athleisure, athleisure — basically anything Lululemon or Athleta.

ATN: Walk me through a typical day-off for you?

Leah Pfrommer: Off days aren’t common for me, so when I do have one (typically Saturday), I make the most of it. In summary…. no alarm, sleep in, drink water and coffee, gym, grocery store, clean, laundry, go for a run, roll out/stretch, hop on my home Pilates reformer, shower, light a candle, cook/meal prep, bake a pumpkin or banana bread, eat dinner, watch a movie, bed. It seems like a lot,  but that’s exactly what resets me for the next week. That’s a perfect off-day for me. 

ATN: What would we find on your Netflix/Hulu favorites?

Leah Pfrommer: New Girl, Ozarks, Bridgerton or any rom com basically. Anything with Jim Carrey. I also love movies like The Guardian, Lone Survivor, and She’s the Man. I like it all. 

ATN: Favorite restaurants/bars/nightlife etc.

Leah Pfrommer: Chipotle, anything Mexican, or any sushi. If I could live off of margaritas, chips, salsa, rice and sushi, then I would. 

ATN: How many days do you work out?

Leah Pfrommer: 4-5 days/week – it helps keep me sane. It’s how I reset mentally and how I can create the best version of myself. I grew up in gymnastics starting at 3 years old, so all I’ve ever known is movement and exercise. I’m more comfortable when I’m uncomfortable, if that makes sense. Training daily in college on a Division I Track and Field team further solidified that.  

If I could work out every day I would, but between work, cooking, and rest, I don’t have enough hours in the day. I’m okay with that though, because I know how important time off is for the body. 

ATN: How much sleep do you get?

Leah Pfrommer: 7-8 hours/night. I really prioritize sleep since I am so active. There has to be balance. When you work out so hard and so often, prioritizing rest for the body is equally as important. I can tell when I didn’t get adequate rest and it’s hard for me to be the best version of myself when I’m tired. I can be a grump. 

ATN: What does your food shopping/prep look like?

Leah Pfrommer: This is one of my favorite parts of the week. I always make a grocery list based on the meals I plan on making throughout the week. My rules: I’ll never go to the grocery store hungry and I tend to stay on the perimeter of the store. When I get home, I’ll cut and wash my fruits and vegetables and I will try to prep whatever I can ahead of time. I cook dinner every night after work, so I try to make the cooking process as easy as possible for myself. 

ATN: Vitamin/supplement regimen?

Leah Pfrommer: Most registered dietitians would agree that getting vitamins and minerals from food should be the highest priority. I don’t supplement anything unless I can’t get it through my diet, so I’m not taking anything other than vitamin D3 (in the winter). I mix up the fruits, vegetables, proteins, fats, and starches week to week to try and maximize the variety of vitamins and minerals in my meals.  

I’m a firm believer in that getting your nutrients from your food is best and that supplementation is really only needed if you aren’t already getting enough from your food or, of course, if you have a clinical condition that requires supplementation. 

ATN: What are some of your greatest indulgences?

Leah Pfrommer: Food and clothes shopping. I never hesitate to spend a dollar on good food. I also have a weakness for shopping (specifically Lululemon or Athleta). I consider these clothes my “work clothes,” though, so I will gladly splurge on that every now and then. 

ATN: Can you disconnect from “devices” (ie. emails, work)?

Leah Pfrommer: I try to avoid using my phone right before bed, but it’s definitely challenging, especially when I plan my Pilates classes on it and I like to use my free time to edit or create new classes and edit videos.

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Saysh, a lifestyle brand co-founded by Olympian Allyson Felix and her brother and business partner, Wes Felix, recently completed an $8 million Series A funding round. IRIS and Athleta led the Series A, with Redpoint Ventures and Springbank Collective also participating.

The exciting business news follows Felix’s announcement of her impending retirement. “Here’s to my final season,” she shared on Instagram.

Gap Inc.’s Strategic Growth Office facilitated Athleta’s investment, with Gap acquiring an equity stake in Saysh.

The women-focused lifestyle brand will use the new funds to expand its branded eCommerce, wholesale distribution, and community-based retail footprint.

Saysh will also be using the Series A funds to launch its activity-specific sneakers. 

“This is an exciting next step for the brand, and we’re so grateful to those partners who see the potential for Saysh to help shape a better future for us all,” said Wes Felix, co-founder and CEO. 

“Saysh, at its core, celebrates women and their voices, and this funding further empowers us to lead in that regard. We are now, more than ever, positioned to understand and meet the needs of our customers, delivering more value than ever before.”

Saysh’s footwear will now be featured on Athleta’s website as part of the new partnership.

Felix and Athleta have worked together in the past. Felix collaborated on an athletic wear collection and The Power of She Fund: Child Care Grants, a program that helped fund childcare costs for pro mom-athletes traveling to competitions.

“When we signed Allyson Felix as our first-ever sponsored athlete in 2019, we knew we wanted to do things differently by supporting her as a mom, athlete and advocate,” said Mary Beth Laughton, president and CEO of Athleta. “Today we are proud to continue supporting Allyson as an entrepreneur while fueling growth to the Athleta brand with our investment in Saysh.”

The female-focused founders created the Saysh One, $150, sneakers designed with women in mind. The brand has been intent on being attentive to the needs of women from the start; the company even implemented a Maternity Returns policy, which acknowledges how pregnancy can alter shoe size. Customers who become expectant mothers are eligible for a free replacement pair of Saysh One sneakers in their new shoe size under the policy.

The brand will release new Saysh One colorways to commemorate Felix’s final season. The new colors will be available this summer.

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By the latter part of the 20th century, athleisure wear became more of a closet staple for consumers, according to The Atlantic. Lululemon led the movement and dozens of other apparel brands followed, including Old Navy, Athleta and Fabletics. Trends tend to come and go, but athleisure is actually poised to reach even more of a monumental growth in profits by 2030.  

A recent analysis by Grand View Research Inc. projects the global athleisure industry will reach $662.56 billion by the aforementioned year (it was previously estimated the market would reach $306.62 billion in 2021 and anticipated to rise to $330.97 this year). The 120-page market report from the company denotes several key points, including the “rise in consumer fitness and health consciousness” and North America as the world’s figurehead for revenue share (over 30 percent) in the athleisure market in 2021.  

In a breakdown of which type of athleisure products dominated the field, Grand View Research reports shirts as holding the largest revenue share of over 30.0 percent last year. Yoga apparel came in at number two in revenue shares and “is expected to witness the fastest growth over the forecast period.”

“The rising popularity of yoga as a mind-body fitness activity, particularly since the time of COVID-19, has led to an increasing number of yoga enthusiasts all over the world,” Grand View Research adds.

When it comes to population demographics, women are at the forefront of the report. Over 40 percent “held the largest revenue share” in 2021. One of the reasons for this is attributed to high profile collaborations seen in the year — Nike and 23-time Grand Slam winner Serena Williams’ design partnership is given a specific spotlight in the report.

“The fashion business is undergoing seismic shifts as a result of digital innovation, increased globalization, and changes in consumer buying habits,” writes Grand View Research. “And thanks to the coronavirus’s expedited retail catastrophe, the fashion industry is more uncertain than ever. These celebrity collaborations can aid a brand’s discoverability as celebrities frequently share products on social media channels, such as Instagram, which is a major platform for shops.”

While offline athleisure sales were higher (over 60 percent) than online in 2021, the latter is predicted to experience its highest CAGR (compound annual growth rate) between 2022 and 2030. As for the major brand players of athleisure thus far, Under Armour, Inc., Patagonia, Inc., Adidas AG, Hanes Brands, Inc., and EILEEN FISHER are some to join Lululemon Athletica in the greatly vaunted group.

Photo by Thought Catalog on Unsplash

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Recently the New York Times reported female athletes leaving certain major sports sponsors for smaller — but flourishing — companies. It was partly to support their and the new sponsor’s growth, but also protesting original sponsor’s sexist attitudes.

One Times example: In 2019, six-time Olympic running champ Allyson Felix left Nike for Athleta activewear, protesting the former’s “pay practices for pregnant runners.” Though her protest spurred Nike’s policy change, Felix liked that Athleta was led by women and said, “I felt like I had more value as a person and that was something I hadn’t experienced before.”

But such boycotts risk negative feedback. Sally Bergensen, founder and CEO of Seattle-based running company Oiselle, remembers taking chances when sponsoring pregnant runner Lauren Fleshman in 2013. Major sponsors were generally against such athletes, since “…they classified pregnancy as an injury,” she said, noting such a classification “is as preposterous as it sounds.”

Women keep rising, but…

Female athletes face both good and bad news when it comes to using influence to change sponsors’ images and messaging. The good news is they are at an all-time high in America, representing 40% of U.S. athletes.

And some are generating amazing influence. In an infographic of the top 50 sponsored U.S. women athletes and their roles in social media, global football star Alex Morgan ranked #1, with 43M interactions on FB, TW, and Instagram. Also on board: surfing champ Kelia Moniz, at #19 with 2.5M, and mountain biker Tahnée Seagrave at #28 with 1.8M.

The bad news is that women’s voices are not the ones sponsors generally seek, receiving only 2-4% of media coverage. Thus they’re not as influential as male colleagues, like Usain Bolt, Michael Jordan, and, far earlier, Babe Ruth.

Race and religion long a protest issue

Black athletes — and other minorities — have been taking stands for decades, but with limited positive impact early on. In 1968, Olympic track and field gold medal winners Tommie Smith and John Carlos raised their hands as equal rights protestors on the awards stand as the Star Spangled Banner played. It gained tons of discussion, but not much change…and they were suspended from the team and further events. Neither ever participated in sports again or gleaned sponsors despite growing commercialism between athletes and the media.

And yes when Jewish baseball player Sandy Koufax refused to play a 1965 World Series game because it fell on the holiest holiday — Yom Kippur — it caused some controversy…but not much change.

The 2020 aftermath

There’s no doubt that the George Floyd murder on May 25, 2020, by seemingly racist police officers truly exploded athletes’ protests — and sponsors’ more obvious changes.

As New York Times sportswriter Kurt Streeter noted, “Never before has the world of sports spoken so emphatically,” as when players in six NBA post-season playoff games walked off the field. That quiet protest echoed loudly, interrupting games and breaking through to fans that had been enjoying calm within the storm.

In spring 2020, Serena Williams posted a Huffington Post op-ed saying, “My whole life I’ve had to deal with…a lot of inequality…” then adding, “It’s sad that someone on my level has had to accept being paid less and accept so many different things because of the color of my skin.”

Long way still to true balance

Such comments lead to interesting questions: how can athletes be sure which remonstrating would truly help others, or simply shrink their sponsorship — even negate it altogether? Should it be about race or religion? What if they reveal sexual orientation, like being gay or transgender?

And how much fairer have things really gotten? Tons of sponsors quit out of events and ads that seemed to be maintaining racist attitudes after Floyd, but how genuine is that show of support?

A 2020 USA Today story reported on Gwen Berry demanding an apology from USOPC due to actions of CEO Sarah Hirshland. After the #BlackLivesMatter protests, Hirshland posted a letter saying USOPC stands “with those who demand equality.”

Berry — a U.S. Olympic hammer thrower — protested seeming hypocrisy, since Hirshland led USOPC when she was put on one-year probation after raising her fist (bringing back the ’68 event) while accepting gold in the 2019 Pan American games.

“When I took my stance, it was at a time when things were happening but nothing was being done,” she said. “… I was completely misunderstood. Now I feel like everyone feels how I felt.”

So many messages — like Williams’, Perry’s, and others — continue demonstrating that while all equality protests are stronger and achieving some results, there’s still a long process ahead.

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Women who love Athleta will soon have a safe space to talk all things wellness. In late July, the performance apparel brand unveiled the launch of AthletaWell. AthletaWell is described as “an innovative and immersive new platform designed to build loyalty, engagement and a community of empowered women.” Anyone who signs up for AthletaWell will be able to talk with others about a myriad number of health-related topics, including fitness and body positivity. The platform will have different sections as well such as “Spaces,” “Guides,” where users can gain insight from wellness and health leaders, and “Online and offline activations.” 

Athleta’s Chief Digital Officer Kim Waldmann states, “We’ve heard from our customers that wellbeing is a complex journey, rich with questions and there isn’t a place where women can talk about it holistically or discover the best solutions. We’re excited to offer AthletaWell, a new digital platform for women to help each other navigate the complexities of modern-day womanhood and to connect our customers in a way that will enhance their overall experience with the brand in a meaningful way, thus, creating even more brand loyalty over time.”   

WWD notes that AthletaWell is all a part of Athleta’s overall plan to acquire $2 billion by 2023. In addition, CNBC states that the retailer is up against heavy competition from other labels entrenched in the athleisurewear market (Nike, Adidas, Outdoor Voices, Target). In January, The NPD Group reported that activewear buyers at the time were “spending 11% more per purchase compared to non-activewear buyers.” Their study added, “These buyers also spent more on both men’s and women’s activewear in 2020 compared to the prior year, while less has been spent on non-active apparel.” In the advent of more people spending time at home for work, school and otherwise, due to the COVID-19 pandemic, stylish comfort appears to have been a larger priority for consumers.  

AthletaWell will be available, and free, for Athleta Rewards loyalty members. Interested parties can find more information via community.athletawell.com. 

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With a shared vision of empowering women and girls, Simone Biles joins Athleta in an extensive partnership that will bring to life the brand‘s mission of fostering community, igniting participation, and inspiring the next generation to be the best version of themselves.

This Simone Biles-Athleta partnership announcement coming just three months ahead of the Summer Olympics also means Biles will be leaving Nike, her longtime sponsor. The deal includes arrangements for Athleta to fund Biles’ already scheduled post-Olympic gymnastics exhibition tour. 

In recent interviews Biles suggested she felt more aligned with the values of Athleta than with those of Nike.

“I think they stand for everything that I stand for,” Biles said of Athleta to The Wall Street Journal, which first reported the agreement.

Simone Biles and Athleta will work together on initiatives with a particular focus toward Athleta Girl – encouraging millions of girls to rise and own their limitless potential. Biles will collaborate with Athleta’s design team in development of signature products for aspiring athletes, including plans for multiple capsule collaborations for Athleta Girl.

“Using my voice has been very empowering for me and I am grateful to embark on this new journey with Athleta to inspire young girls and women to do the same,” said Simone Biles. “The opportunity to encourage young girls to reach their full potential and be a force for change is incredibly powerful. I admire Athleta for their commitment to recognize and support women’s individual and collective strength and, together, I believe we can help girls to confidently and passionately take on the world in their athletic endeavors and beyond.”

Biles, widely regarded as one of the greatest female athletes of all time, will connect directly with girls through Athleta’s active and engaged community to inspire honest conversations and help develop programming focused on supporting and lifting up young women and girls.

“We are excited to welcome Simone to the Athleta family and work together to further our mission of empowering women and girls,” said Mary Beth Laughton, president and chief executive officer of Athleta. “Simone believes in championing the next generation of female athletes as much as we do, and we are confident this partnership will continue to build community with our customers and enrich our brand.”

As the exclusive active and athleisure apparel partner of Simone Biles, Athleta plans to co-create Biles’ own signature activewear line that will bring a piece of her to girls everywhere.

“Simone embodies our brand through her advocacy, mentorship and work in the community,” said Jana Henning, chief product officer of Athleta. “Our team is looking forward to working collaboratively with her to bring the same elements of confidence, strength, and grace she demonstrates on and off the mat into future collections for girls.”

A brand for women by women, Athleta is committed to diversity, inclusion and representation for all. Biles joining Athleta further reimagines the traditional athletic sponsorship – Athleta’s holistic approach to partnerships prioritizes authenticity and shared values while uplifting all aspects of their life. Athleta has successfully supported Allyson Felix, the most decorated woman in U.S. track and field history, in her advocacy efforts and is uniquely positioned to celebrate Biles and Felix as voices for change and empowering the next generation.

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