Gap Bets on Athleta Again: Is the Brand Still in Shape to Compete?

Key Takeaways Athleta posted an 8% drop in comp sales and 6% net sales decline in Q1 2025 despite Gap's strong results. GAP is investing in design talent and product strategy to realign Athleta with its loyal customer base. Athleta aims to revive growth by blending style, performance and purpose through sharper brand execution.Gap Inc. (GAP) is doubling down on its Athleta brand, betting that the once high-flying activewear brand can rebound with the right strategic reset. While the company’s flagship bra ...