Building upon its partnerships with champion female athletes, Gap Inc.‘s Athleta brand has signed a five-year partnership with Katie Ledecky, the world’s most decorated swimmer.
Ledecky, the 21-time world champion and 10-time Olympic medalist, becomes the newest member of Athleta’s “Power of She Collective” lineup of elite female athletes who endorse the Athleta collection and support its purpose “to empower women and girls to build confidence, strength and well-being through movement.”
Ledecky will serve as an adviser to Athleta’s impact platform, The Power of She Fund, which supports organizations aligned with the brand’s mission. She will also participate in product wear testing, wear Athleta and appear in key Athleta campaigns.
The news on Ledecky, released Friday, coincides with the first day of Women’s History Month.
“I’ve long admired Athleta for recognizing and authentically supporting female athletes’ individual and collective strengths,” Ledecky said in a statement. “Athleta has a history of supporting athletes holistically, which resonates with me. I’m more than my sport, and I know firsthand how harnessing the ethos of Athleta’s Power of She platform can help empower women and girls.”
Athleta, a performance lifestyle brand, has built an impressive roster of top female athletes endorsing the brand that traces back to track star Allyson Felix signing on in 2019 and champion gymnast Simone Biles signing on in 2021. Athleta launched its Power of She Collective in 2023 “to deepen its relationship with athletes at all stages of their careers,” the company indicated in its announcement regarding Ledecky on Friday.
The athletes are involved in endorsing products, mentorships and various Power of She programs. Current Collective partners include figure skater Mariah Bell; basketball great Monique Billings; star swimmer Natalie Coughlin; Brenna Huckaby, a Paralympic snowboarder; Jesse “Flex” Labreck from “American Ninja Warrior”; Jessica Mendoza for softball; tennis great Monica Puig; soccer star Heather O’Reilly; golfer Albane Valenzuela; Winter Vinecki, a freestyle aerial skier, and triathlete Katie Zaferes.
“Athleta has always embraced authentic partnerships with exceptional women who not only shine in their respect sports, but also share our brand commitment to inspire women and girls through movement,” Chris Blakeslee, president and chief executive officer of Athleta, said in a statement.
Athleta also introduced a new “Find Your Movement” campaign. “Find Your Movement is Athleta’s empowering anthem in perpetuity to women and young girls to strive for balance and build confidence through movement,” said Julia Leach, Athleta’s chief creative officer. “Introducing Find Your Movement on the first day of Women’s History Month is incredibly fitting since the campaign features powerful female athletes and role models who continue to break barriers and make history both in and out of their respective sports alongside women and girls from all walks of life who move in their own ways.”
