Simone Biles and Athleta team up again.
The beautifully decorated Olympic gymnast and women’s sportswear brand has created a new collection for the new school year with a new activation in the metaverse. The limited-edition capsule contains 15 pieces from the Athleta Girls tracksuit collection designed in collaboration with Biles. The collection’s styles include leggings, jackets, shorts, backpacks and more.
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Biles has taken the series a step further by creating back-to-school “confidence building videos”, articles and other activities for girls, which will be available on the AthletaWell platform, Athleta’s digital wellness platform.
The event will also feature in the metaverse through the “Athleta Girl x Simone Biles Experience” from Roblox and the popular game Livetopia on the Roblox platform. The virtual event will include an Athleta Girl x Simone Biles billboard, a digital storefront showcasing the collection’s clothing, an avatar of Biles wearing Athleta Girl clothing styles, and an interactive obstacle course called “Infinite You.”
The latest series marks the third major battle between athletes and Olympians. The brand first announced plans for an apparel partnership with Biles in April 2021, after the gymnast’s deal with Nike ended. The collaboration with Athleta makes Biles the brand’s exclusive apparel partner, allowing her to help design her own activewear collections, while also creating multiple capsule collections for Athleta Girl. The joint venture is also the first time Gap Inc.-owned Athleta has partnered with a gymnast.
The new collection is available now on Athleta’s website, with retail prices ranging from $35 to $99 each.
