GIRL TALK: Athleta is looking toward a younger clientele. The company, a division of Gap Inc., is introducing Athleta Girl, a line for girls aged 6 to 14 comprising about 60 colorful styles rooted in performance and lifestyle, such as running shorts, capris and tops. The pieces are meant to outfit girls throughout their day — from school to sports activities, including swim. The line will be updated each spring, summer, fall and holiday in tandem with Athleta’s women’s collection.
It’s not the first time Athleta has aligned itself with young girls and fitness: in 2011, the brand became the national sponsor for Girls on the Run, a nonprofit learning program that integrates running. Nancy Green, the company’s president, said the expansion enhances the brand’s overall vision.
“It gives us an opportunity to reach the next generation of women and help inspire them and build their confidence through fitness,” Green said. “Not only do we want to dress girls for their active lives, but we want to inspire them to try new things, be a part of a team, find their passion and believe in themselves.” The collection, which will range from $24 to $68, is slated to hit select Athleta stores in the U.S. and athleta.com this summer.