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Gap’s Sports Push to Enter Olympics Spotlight With Biles, Felix
- Athleta sales up on demand for comfortable clothes in pandemic
- Brand is tailoring marketing around athlete endorsements
Allyson Felix competes during the U.S. Olympic Track & Field Team Trials in Eugene, Oregon, on June 24.
Photographer: Andy Lyons/Getty ImagesGap Inc. has long been known for khaki pants and hoodies, but the company hopes the upcoming Olympics will start to change that image.
Athleta, Gap’s fast-growing athletic-wear brand, is poised to get worldwide exposure after signing endorsement deals recently with gymnast Simone Biles and track star Allyson Felix, two of the biggest names competing for the U.S. in Tokyo. This marks the first Olympics in which the San Francisco-based retailer has backed competitors at the games.