Athleta goes for the Gap


Athleta has been acquired by the Gap after a decade of designing women’s ath­letic apparel. The pur­chase was com­pleted last Fall, and Athleta’s web­site recently relaunched under the Gap umbrella of brands…

Elixir worked directly with Athleta founder Scott Kerslake from the ear­liest days, col­lab­o­rating on the name and cre­ating the still-in-use iden­tity. Also, Elixir’s cat­alog con­cept sup­ported ini­tial fundraising efforts. Over the next seven years Elixir evolved the brand’s strategy, cat­alog design, and art direc­tion. Back in the late 90s, both the nascent brand and its cat­alog were inno­v­a­tive, pro­viding a new per­spec­tive by focusing on the con­flu­ence of per­for­mance and fashion.

Our con­grat­u­la­tions to Athleta on its splash into the big brand pond. Go team!


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