Athleta Introduces Sleep Collection

Rhea-AI Summary

Athleta (NYSE: GPS) has launched its inaugural sleep collection, designed to enhance women's rest and recovery. The collection, inspired by customer feedback and developed with insights from sleep expert Dr. Michael Grandner, features 14 pieces made from sustainable, ultra-soft fabrics like TENCEL Modal and organic cotton. The initiative recognizes the critical role of sleep in women's health and aims to promote holistic wellness. Athleta is optimistic about expanding its customer base through this new category, aligning it with the trend of women prioritizing self-care.

Positive

• Launch of the first-ever sleep collection positions Athleta as a lifestyle brand.
• Collection consists of 14 pieces made from sustainable and comfortable fabrics.
• Addresses a significant market need as 67% of women report sleep issues.
• Collaboration with sleep expert enhances credibility and product relevance.
• Potential to attract new customers and boost brand loyalty.

Negative

• None.

Athleta (NYSE: GPS) today unveiled its first-ever sleep collection, furthering its growth and reinforcing its position as a true lifestyle brand. Available today, the sleep collection aims to support women holistically and recognizes the importance of rest and recovery in her active life.

(Photo: Business Wire)

The entry into sleep was inspired by listening sessions with Athleta customers to learn more about their sleepwear interests and nighttime routines. Athleta resident sleep expert, Dr. Michael Grandner, who is board-certified in behavioral sleep medicine, collaborated with the brand to share insights into the importance of recovery and sleep in balancing an active lifestyle.

According to a poll released by the National Sleep Foundation, 67% of women age 18-64 experience sleep problems at least a few nights each week and 46% experience sleep problems every night. This can negatively affect health, well-being and ability to perform everyday activities. Rest and recovery play a vital role in improving daily performance, which is why sleepwear is a natural extension for Athleta, a purpose driven brand focused on empowering women. Athleta is uniquely positioned to bring this to market, as it continues to ignite a community of active, healthy, and confident women by supporting her throughout her entire day.

“More and more women are focusing on self-care and holistic wellness, and by offering sleepwear we are able to support her full lifestyle—from active performance to rest,” said Mary Beth Laughton, President and CEO of Athleta. “We know from our masks launch this spring, that new category additions can be a great way to introduce more customers to our Athleta brand. We are excited about the possibility of reaching even more women while providing them an opportunity to make recovery a key component of their daily activities.”

Fabrics are an important component of restful sleep, and each style in the 14-piece collection provides comfort for recovery. The sustainable and natural fabrics are ultra-soft and light weight, including a cloud-like rib knit, buttery TENCEL^(TM) Modal jersey and cozy organic cotton. Designed with breathability, the collection provides a gentle, easy fit to aid in uninterrupted sleep.

The sleep collection is available now on Athleta.com. New styles will be added seasonally. Visit Athleta’s Instagram Stories for resident sleep expert Dr. Grandner’s tips for a great night’s sleep.

About Athleta:

A certified B Corporation, Athleta creates versatile premium performance apparel designed by women athletes to inspire a community of active, confident women and girls to reach their limitless potential. Founded in 1998, Athleta integrates performance and technical features across its collection to carry a woman through her life in motion – from yoga and training to commute and travel. In 2016 the company launched Athleta Girl mirroring its signature performance in styles for the next generation. Based in San Francisco, CA and a Gap Inc. brand (NYSE: GPS), Athleta apparel is available at its about 200 retail stores across the country, through its catalog, and at Athleta.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20210105005970/en/

FAQ

What is Athleta's new sleep collection about?

Athleta's new sleep collection aims to support women's rest and recovery with 14 pieces made from sustainable, ultra-soft fabrics.

What inspired Athleta to create the sleep collection?

The sleep collection was inspired by customer feedback on their sleepwear interests and nighttime routines.

How does sleep impact women's health according to Athleta?

According to Athleta, sleep plays a vital role in improving health, well-being, and daily performance.

When was Athleta's sleep collection launched?

Athleta's sleep collection was launched on the release date of the press release.

What materials are used in Athleta's sleep collection?

The sleep collection uses sustainable materials like TENCEL Modal and organic cotton.