Athleta marked its 35th North American store opening in 2022 by unveiling a 5,000-square-foot multi-level space in Manhattan’s SoHo neighborhood on Dec. 1 — the brand’s fourth location in New York City.
The new SoHo store was designed with a flexible format that will also allow it to serve as an events hub for guided movement and meditation classes, expert panels, small-group forums, styling sessions and more. Local wellness professionals are invited to reserve the space at no cost to host free community events. A number of events are already planned at the store this month, including:
- Wellbeing Wednesday — Holiday Mindset Workshop, Dec. 7, 2022;
- Movement Monday with obé Fitness – Pilates, Dec. 12, 2022; and
- Prioritize Movement, Prioritize You – Yoga & Movement, Dec. 18, 2022.
Additionally, customers will have complimentary access to AthletaWell Guides, who are experts in women’s wellness that assist customers on their journeys to wellbeing. The store will also offer free alterations, buy-online, pickup in-store (BOPIS) services and free personalized styling appointments.
Athleta is a Gap Inc.-owned, certified B Corporation. Design elements within the SoHo shop speak to Athleta’s commitment to sustainability and empowering women, such as an entrance that features the Athleta logo framed by an image of a forest canopy. Mannequins are displayed in active poses to highlight activities such as yoga and running while outfitted in the brand’s latest and most beloved styles.. This Athleta location also offers products from Athleta Girl.
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The brand’s messaging is also relayed in campaign imagery displayed throughout the store in stills and a large video installation in a lounge area located near the rear fitting area of the store. Another lounge offering the refuge of a cozy sofa can be found upstairs.
Athleta’s mission to promote positivity is supported through messaging painted on the walls such as, “Wellbeing is found one step at a time,” and an illuminated “Power of She” sign.
Located at 594 Broadway in a structure formerly known as the Lyons Building, the store retains some of the space’s original design features such as supportive columns created in a composite style. Additional design elements include light wood applied to flooring and the checkout area, which boasts a wooden canopy that features globe lighting pendants. Walls are primarily whitewashed with the exception of a few areas that display colorful abstract geometric murals, and potted plants add green touches throughout.
“We’re thrilled to bring our brand to even more customers in New York City and join the thriving SoHo neighborhood,” said Cristy Maggio, Head of Stores for Athleta in a statement. “Athleta SoHo marks our 35th new store opening in North America this year, meeting our goal to add 30 to 40 new stores to our fleet in 2022. The expansion of our store footprint is an important driver of Athleta’s long-term growth plan, helping us build brand awareness and expand our community of empowered women and girls.”
