“We believe our women- and girl-led positioning gives us an advantage and helps differentiate the brand in a competitive landscape,” said Leach. “We have the good fortune right now of our values truly aligning with culture.”
Athleta’s plans in the coming months include an activation at the Paris 2024 Olympics in support of Biles, Ledecky and other competing athletes, and additional community events in cities such as Los Angeles, Miami, Chicago and New York.
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