In the wake of becoming a mother, Allyson Felix signed a contract with women's sportswear brand Altheta:
, the Gap, Inc. owned women's athletic wear company. The signing Felix was a first for Athleta, as she is the company’s first sponsored athlete. So will the partnership work? There are four reasons why Felix's signing is a good idea:With annual sales now approaching $1 billion, Athleta is not a small company. However, it competes with powerful brands including Nike, Under Armour, Adidas, and Lululemon, for a slice of the $24 billion women's’ athletic apparel market.
"Athleta has been at the forefront of empowering and celebrating women for two decades and the brand has always stood for the empowerment of women and inspiring the next generation of girls through sport." Felix herself sees Athleta’s commitment to women and girls as running deep and indicates that she would encourage girls to buy Athleta products, stating: “Athleta champions women and girls and has many initiatives focused on empowering girls through sport. That’s important to me -- encouraging the next generation of girls to believe in themselves and their power – and sports can help them do that.
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