Athleta announced the launch of AthletaWell, an innovative and immersive new platform designed to build loyalty, engagement and a community of empowered women. As a brand with a mission of empowering women and girls, the platform is rooted in these values and aims to create a community for women. AthletaWell is an integral part of Athleta’s evolution from a performance brand to a true lifestyle brand and a key component of its Power Plan growth strategy to develop enduring deep relationships with new and existing customers. Athleta is also partnering with obé Fitness, a digital fitness platform with a focus on bringing entertainment, pop culture and design to fitness, and recently participated in its latest funding round. The long-term partnership is designed to increase brand loyalty and engagement, with both brands working together on apparel, content, events, and innovative shopping experiences. It will feature free access to exclusive workouts for AthletaWell members, with four new workouts launching each month. AthletaWell aims to create a safe space for women to connect on a range of topics rooted in female wellbeing. Members will have access to vetted experts, premium content from partners like obé, one-of-a-kind experiences and dynamic conversations. The AthletaWell experience will include: Spaces where members will have access to curated interest groups centered around wellbeing. Topics include movement and fitness, women’s health, body positivity and more. Guides, including leaders in female wellbeing who will contribute their perspective to fuel conversations between AthletaWell members around these important topics. Online and offline activations, led by guides, partners, and VIP guests, giving members specific moments to gather, connect with one another and get active. AthletaWell will be exclusively available to Athleta Rewards loyalty members on Athleta’s website and all content will be free of charge. New content, spaces and guides will be added on an ongoing basis driven by the needs of the community and details regarding new partnerships will be announced when available, giving members access to a wide variety of relevant content and support in one centralized place.