Athleta to launch new experiential fitness series in NYC

US premium sports and activewear brand Athleta is set to launch a new experiential fitness series under the name 'Move with Athleta,' which aims to encourage women to work out together.

Officially launching on November 16 in New York City via several dedicated, immersive public experiences, the new series will host live events in key cities across the country in 2024, with events in Los Angeles, Miami, Boston, and San Francisco.

Each 'Move with Athleta' event will showcase unique experiences, including co-branded giveaways, appearances by Power of She Collective partners, celebrity fitness influencers, and special guests. The events also feature distinctive product offerings that highlight Athleta’s performance ethos across various locations.

“Athleta is entering a new era and bringing exciting new products, innovations, and community experiences to our customers across North America,” said Chris Blakeslee, president and CEO of Athleta, in a statement.

“Our customer is at the center of everything we do, and as we underscore Athleta’s position at the intersection of style, fitness, and wellness, we’re proud to launch the Move with Athleta series to inspire all facets of her active lifestyle.”

The new series builds on the Gap Inc.-owned-brand mission to empower, build confidence, strength, and well-being among women through movement and supports its commitment to creating a community of confident women and girls.

The first of the live events in New York kicks off tomorrow, with curated events at the High Line, Wollman Rink, and the Soho Shopping District. To mark the launch of 'Move with Athleta,' the brand is offering the first 1,000 Athleta Square at the High Line visitors a voucher to redeem at its Flat Iron and Soho locations for a complimentary pair of its Salutation Stash Tights.

Athleta will also donate 10,000 US dollars to Figure Skating in Harlem through its Power of She Fund. Since its inception in 2020, the Power of She Fund has positively affected 50,000 women and girls, awarding over 130 grants to various organizations throughout the United States.