San Francisco-based label Athleta is bringing its woman-first performance wear ethos to the UAE and KSA markets. But not just focusing on a day’s workout, the brand aims to look at women’s activewear that surrounds her daily life. Relating to the GCC woman who moves through daily runs before a Zoom meeting, a school run, a grocery pit stop, or the daily commute, Athleta looks at movement as a part of life and builds its performance-wear accordingly.
“Women here are so engaged in fitness and wellness, but it’s about more than sport. It’s part of how they live, connect and take care of themselves. Athleta is made for that, with pieces that move from a workout to the rest of your day. We’re proud to bring the brand here with a campaign that feels true to the women in this region,” said Sarah Alqenaei, the Brand Marketing Manager of Chalhoub Group.
Fronting its first regional campaign with the mantra “My World. My Rules” are regional trailblazers Lojain Alrefae, Salma Elkashef, and Soigné cover star Amna Al Qubaisi. An endurance athlete, a cinematographer, and a professional racing driver, the campaign takes a look at the women’s lives both on and off work. For Lojain, it’s during a run, for Salma, it’s within her studio, and for Amna, it’s life beyond the rear-view mirror.
When thinking about how these regional faces reflect the Athleta woman, Alqenaei said, “The Athleta woman defines strength for herself, and Amna, Lojain, and Salma each do that in their own way. Amna has broken barriers in motorsport, Lojain brings that same drive to running, and Salma’s work brings women’s stories to life behind the camera. They’re real women with real journeys, and that’s why they felt right for this campaign.”
Athleta’s collection is a vast one, ranging from matching sets for yoga classes to breezy dresses and midi-skirts built for daily walks and lounging around. And for the UAE, the brand is just getting started. “We’re building a real community here, starting with our partnership with Samadhi Wellness in Dubai, which will include in-studio events and a 30×30 outdoor yoga event,” said Alqenaei. “This is just the beginning for Athleta in the region. The upcoming Holiday collection brings together performance pieces and lifestyle apparel, so women can expect styles that work across their whole day. Physical stores will follow next year, so there’s a lot more to come.”
