- Athleta and Simone Biles have teamed-up for the third time.
- The collection is meant for young girls aged 6 to 12 to inspire and encourage them in the new school year.
- ‘In Your Element’ hoodie by Biles which debuted last fall, was among the most viewed items on athleta.com.
Olympic gymnast Simone Biles and women’s athletic apparel brand Athleta are back together again. This time, the duo has created a new limited-edition collection for the new school year as well as for a new activation in the metaverse.
The girls apparel collection features 15 pieces that have been designed in partnership with Biles and include jackets, leggings, a backpack, shorts and more.
It’s finally here: The Athleta Girl x @Simone_Biles Back to School Collection just dropped! 🥳The styles are available now, and they’re all made to help girls take on the school year with confidence.— Athleta (@Athleta) July 26, 2022
Shop #AthletaXSimone for #AthletaGirl: https://t.co/JI5CbONKtY#PowerOfShe pic.twitter.com/nTmxkqG8vy
According to a tweet by Simone Biles, the first 100 orders will receive a pack of Athleta scrunchies.
Lindsay Ferstandig, head of strategy for Athleta, said that the brand is trying to expand its community of empowered girls and women. Adopting a different path from its competitors, Athleta has designed apparel that empower active lifestyles of girls and support them in development stages like puberty and adolescence.
The campaign will make its way in the metaverse too through Roblox and the “Athleta Girl x Simone Biles experience” in Livetopia.
The virtual activation will have a digital storefront with clothes from the collection, an interactive obstacle course- Limitless You, Athleta Girl x Simone Biles billboards and a Biles avatar styled in Athleta Girl apparel.
Athleta initially announced plans regarding an apparel collaboration with Biles in April last year. Owing to the partnership, Biles became the exclusive apparel partner of the brand.
In her statement at that time, she said:
Using my voice has been very empowering for me and I’m grateful to embark on this new journey with Athleta to inspire young girls and women to do the same.
Additionally, she shared that the opportunity to encourage young girls in reaching their full potential is powerful and she admires Athleta for that.
The recent collection went live on Athleta’s website on July 26th in sizes XS to XL.
Surprise: The Athleta Girl x Simone Back to School Collection drops this Tuesday, 7/26 🎉 Head to IG for more: https://t.co/mtAYbWYDCv#PowerOfShe #AthletaGirl #AthletaXSimone pic.twitter.com/OT4WkZtqK3— Athleta (@Athleta) July 22, 2022