Athleta Enters Bodywear to Expand Wallet Share

Styled Athletics

Here's what's happening this week in the world of athleisure and styled athletics:
- Athleta launches BodyMove bodywear in 16 SKUs
- Gorjana turns athletes into a 360 growth engine
- Shaz Kang shows data-led wins beat legacy habits
- Puma X Rosé fuses balletcore with motorsport

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📌WEEKLY MUST-KNOWS

PRODUCT EXPANSION
Athleta Enters Bodywear With New BodyMove Line

Athleta expanded beyond performance apparel into bodywear with BodyMove, a 16-piece line of everyday basics in sizes XXS to 3X. This adjacent-category move positions Gap Inc. to capture more daily wear occasions and higher repeat rates via second-skin layering. It intensifies competition against intimates and shapewear players while leveraging Athleta’s DTC footprint.

INFLUENCER MARKETING
Gorjana Launches Sports Club Athlete Ambassador Program

Jewelry brand Gorjana formalized a multi-tier athlete roster including Jessie Pegula, Cameron Brink, and the USWNTPA, activating TV, in-store events, and catalogs. Early results include a 45% sales lift from storytelling-led direct mail, validating athlete-driven brand building beyond apparel. The program shows how 360 activations can translate athlete equity into measurable retail outcomes.

CONSUMER BEHAVIOR
Wellness Spend Outpaces Retail As Self-Care Becomes Status

Despite broader retail softness, consumers are increasing spend on fitness gear, supplements, and athleisure, with Millennials and Gen Z treating wellness as the new luxury. Personalization and greener shipping options are becoming baseline expectations in e-commerce journeys. Brands that align product, values, and CX to self-investment stand to win frequency and loyalty.

INFLUENCER COLLABS
Travis Kelce And American Eagle Drop Apparel Collaboration

American Eagle launched AE x Tru Kolors by Travis Kelce, a limited-edition collection exceeding 90 pieces across two drops with a global, creator-led campaign. This pairs a Gen Z denim staple with one of the most visible athletes, signaling how sports celebrity IP is evolving into hands-on creative direction and distribution at scale. Marketers can expect heightened conversion from athlete-led storytelling and broader cross-sport influencer adjacency.

⚡QUICK READS

Puma X Rosé Fuses Balletcore With Motorsport: Puma’s new collection with Rosé introduces Speedcat Ballet and apparel, a test of hybrid aesthetics to drive collab-led sell-through across DTC and select retail. (More)

Set Active Debuts Luxform Compression Fabric: Set Active’s thicker, sculpting Luxform fabric launches in core styles and limited colors, signaling fabric-tech differentiation and premium positioning ahead of broader rollouts. (More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division