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Athleta adds extended sizing to 350 styles

25 Jan '21
2 min read
Pic: Athleta
Pic: Athleta

Athleta, a US-based premium fitness & lifestyle brand, has announced the expansion of extended sizing (1X-3X) to 350 styles across its collection. For Spring 2021, 70 per cent of the Athleta collection will be available in sizes 1X-3X. In its commitment to size-inclusivity, Athleta will offer extended sizes across all categories by the end of 2022.
 
Athleta’s extended sizing expansion brings to life its mission of inclusivity and reinforces its commitment to empower women to lead an active lifestyle with confidence. The breadth and depth of product offering, reimagined omnichannel shopping experience and addition of size-inclusive mannequins across all 200 stores demonstrates the brand’s commitment to inclusivity and cements its industry leadership.
 
Athleta designers and technical experts spent the last two years working with thousands of women to re-engineer and expand the brand’s extended sizing offering. Now, more than 350 styles within Athleta’s assortment of beautiful, technical and sustainable pieces from across activewear and performance lifestyle categories, are available in sizes 1X-3X in-store and online. By March, the number of styles available in extended sizing will exceed 500, and new styles will be added each season. 
 
“Empowering women and girls is core to our Athleta DNA. This brand promise comes to life across our expansive product offering and inclusive shopping experience,” Mary Beth Laughton, president and CEO of Athleta, said in a press release. “We see this extended sizing offering as a key pillar of our growth goals, allowing us to invite even more customers into our community.”
 
“We don’t make assumptions for personal preference when it comes to fit, colour, pattern or trend,” Jolene Danielson, director of technical design at Athleta, said. “Each piece is tailored and designed to look and perform the same, regardless of a woman’s size, to provide her with choice based on style, first.”
 
This spring, Athleta will launch a new, holistic brand campaign entitled “All, Powerful,” an anthemic, multiplatform celebration of the beauty and power in all women. The brand will release an evocative manifesto alongside striking “All, Powerful” campaign visuals, including a takeover of the iconic billboard atop the flagship Gap store in New York’s Times Square, featuring women styled in Athleta’s extended size range.

Fibre2Fashion News Desk (JL)

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