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!