REI and San Francisco-based apparel brand Athleta have announced plans to bring a curated selection of Athleta’s apparel to 14 REI stores and REI.com this spring, furthering the Kent retail co-op’s commitment to empowering women outdoors.
Athleta creates versatile performance apparel designed by women athletes.
“With their #ForceofNature initiative, REI has built a longstanding commitment to supporting women through outdoor adventure, deepening their connection to our mission at Athleta,” says Chris Samway, Athleta’s CFO and head of strategy & business development. “This partnership is an exploration of a new way to reach a broader group of women living a healthy, active lifestyle.”
“REI continues to focus on advancing gender equity in the outdoors, and to elevating brands that help customers reach their outdoor goals. We have long admired Athleta for being a leading women’s brand with an extraordinary product line as well as its “Power of She campaign,” says Susan Viscon, REI’s senior vice president of merchandising. “Athleta apparel delivers the technical performance our customers are looking for to support their outdoor adventures in designs they will want to wear all day.”