Athleta, a women sportswear brand acquired by Gap, has just launched AlthetaWell. AthletaWell is an online platform for women providing handy content that revolves around fitness, diet and mental health. It provides a chat feature so women can discuss body positivity, eating disorders and overall wellbeing. Athleta has chosen Olympic athletes Simone Biles and Allyson Felix as its brand ambassadors. As per analysts at NDP research firm, Activewear sales made up 27% of total sales last year. This swelling market segment continues attracting many big names such as Nike, Adidas, Under Armour, and Target to join the race.
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