September 1, 2022

Collection Offers Uncompromised Fit and Comfort for Active Lifestyles

Athleta, a Gap Inc. brand, today announced the launch of its new intimates collection, Rituals, poising it for continued growth and reinforcing its position as a leading performance and performance lifestyle brand. Created with the customer in mind, Athleta is expanding into intimates with a solutions-oriented product combining beauty, performance and comfort.

The US intimates market is projected to become a $16.2B business by 2026 — one of the fastest growing apparel categories (source: Euromonitor). Customers are searching for underwear on, presenting an opportunity for growth by driving customer acquisition and filling an unmet need for a first layer that provides optimal comfort and freedom of movement for all day active wear.

Designed by women, for women, Rituals is solving for everyday comfort and breathability through mesh detailing and wicking through technical fabrics. Wear tested by more than 100 women for quality of fit and fabric, Rituals was created with customer feedback and a commitment to keeping women comfortable and confident at every layer. The collection is based in comfort and enhanced support through fit, fabric, and construction with a barely-there sensation for ease of movement with no digging, rolling, or chaffing. Rituals is the first layer to build an entire Athleta wardrobe, seamlessly fitting into her routine and under our existing product offering.

“As a customer focused brand, we are consistently engaging with and listening to her needs and know the intimates category is growing. By introducing the Rituals collection, we are inviting even more customers into our brand and giving her an opportunity to build a complete wardrobe at Athleta layer by layer,” said Felix del Toro, Chief Product Officer for Athleta. “Continuing to develop innovative products for our customers is a priority for us, and with Rituals, we’ve created a base wardrobe layer that enables freedom of movement and comfort through no-dig fit and flattering silhouettes while being beautiful, versatile, and inclusive.”

The Rituals capsule collection will be available on on September 20, and will include bikini, boy short and thong underwear in inclusive sizing from XXS to 3X. An adjustable strap bra will be available in sizes A-DD, as well as a T-shirt bra in sizes B-G. The underwear and bras offer a variety of colors including Magnolia White, Black, Amaryllis Pink, Dark Sardinia, Tinsel Purple and Vivid Yellow. All underwear offerings will be priced at $16 each or 3 for $36, and bras will range from $59-$69.

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About Athleta:
A certified B Corporation, Athleta is a performance lifestyle brand with a mission of empowering a community of active women and girls. Athleta’s versatile premium performance lifestyle apparel is designed by women for women with inclusivity at its core. Founded in 1998, Athleta integrates performance and technical features across its collection to support women across their entire lifestyle – from yoga and training to travel and sleep. In 2016, the company launched Athleta Girl mirroring its signature performance in styles for the next generation. Based in San Francisco, CA and a Gap Inc. brand (NYSE: GPS), Athleta apparel is available at its more than 235 retail stores across the United States and Canada, through its catalog, and at

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