Athleta, the activewear brand owned by Gap, has formed a strategic partnership with Zalando, a German e-commerce company, to enhance its presence in the European market. The collaboration aims to enable Athleta to tap into new customer segments and achieve a significant milestone of $2 billion in net sales by 2023. With Zalando’s marketing services, Athleta anticipates not only solidifying its market position in Europe but also supporting Zalando’s aspiration of becoming a prominent online sports fashion retailer in the region.

Through this alliance, Zalando Marketing Services (ZMS) will play a pivotal role in facilitating Athleta’s launch on their platform. ZMS intends to develop personalized marketing campaigns and activations targeted at specific audiences across 23 European markets. These initiatives will incorporate dedicated landing pages, teasers on the Zalando app and website, sponsored products within the Zalando Fashion Store, and promotional efforts on social media platforms. Additionally, ZMS will integrate Athleta’s highly regarded “Power of She” campaign, which features renowned athletes such as Simone Biles and Allyson Felix, to augment the brand’s debut on the platform.

This collaboration between Athleta and Zalando forms a crucial part of Athleta’s broader growth strategy, which also entails expanding its wholesale partnership with the prominent outdoor retailer REI in the United States. During the second quarter of 2021, Athleta’s contribution to Gap’s overall quarterly revenue amounted to an impressive $341 million out of the total $4.2 billion generated.

This partnership signifies an exciting development for Athleta as it endeavors to make its mark in the European market. By leveraging Zalando’s extensive marketing services and targeting potential customers through tailor-made campaigns, Athleta aims to establish a strong foothold in Europe’s ever-growing activewear sector. As the collaboration unfolds, Athleta anticipates significant growth and an expanded customer base, ultimately driving them closer to their ambitious sales target.

Useful links:
1. Zalando Official Website
2. Gap Official Website