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More versatile products. Developed by women, for women. That’s a trend Allyson Felix wants to see more of in the future. And that’s what she’s helping to create with Athleta.
Since joining the brand in late 2019, nine-time Olympic medalist Felix has taken a hands-on role. “With Athleta, it’s a very authentic partnership where I truly have a voice at the company. I remember one of my first meetings formally with Athleta and sitting at a table surrounded by female leadership and it was something I had never experienced before,” says Felix. “I was heard, and I was seen.”
Her limited-edition collection, which launched last August, marks Athleta’s first-ever athlete collaboration for both women and girls. The 12 styles in the capsule represent the power of what happens when women come together and define their own legacies. That message seem to connect with consumers: A number of items were sold out within two weeks, and even caught the attention of celebs like Gabrielle Union-Wade.
“Allyson has had an impact on everything, from giving input on what the brand stands for, and how we show up for consumers. She really has become part of our Athleta family,” says Mary Beth Laughton, Athleta’s CEO. “We are so honored to work with such an amazing role model and inspiration, both on and off the track.”
This team is just getting started. (Athleta says it’s already planning the second capsule.) “One thing that has been extremely clear to me during and post-childbirth is that you can be strong and transform in a lot of different ways. That’s something that I want my daughter to grow up with, and I want all young women to understand. When I announced my partnership with Athleta, I was proud to be a living example of how things can be different and how we can break the mold.”
This profile was first published in the Winter 2021 print issue of Women’s Running as part of “Women Who Lead: Power Women of 2021” which celebrates 25 women who are reshaping the running industry for the better. You can see the full list of honorees here.