Athleta, Gap Inc.'s athletic-wear brand for women most akin to Lululemon, has a new strategy to win more shoppers: Sponsored athletes. It strikes its first deal in this arena with Olympic track star Allyson Felix.
It signs a multi-year partnership with Olympic track star Allyson Felix.
And not just any athlete. The apparel retailer on Wednesday announced its first, multi-year sponsorship deal — with Olympic champion Allyson Felix, the most decorated female track and field star in U.S. history. Financial terms weren't disclosed., where she called attention to Nike wanting to pay her 70% less after her pregnancy.
"I was definitely happy they did make changes to their policy because I think — I was inspired by Alysia speaking out, and Kara, and that was really what we wanted to happen," Felix said in an interview with CNBC about Nike's response. "And it was a problem that was happening across the sports apparel industry that we were seeing."Felix hasn't been under a contract for about a year and a half.
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