Athleta signs 13 athletes across 13 different sports

The GIST: Athleta began Women’s History Month with a bang. On Wednesday, the women’s sportswear brand signed 13 athletes across 13 different sports to join “The Power of She Collective,” an initiative to deepen Athleta’s support of women in sports.

The details: Eleven active and retired athletes join existing Athleta ambassadors Allyson Felix and Simone Biles in the collective, including WNBA standout Monique Billings and soccer veteran Heather O’Reilly. The players will test the company’s performance-based products and embark on various other initiatives with Athleta.

• Felix and swimmer Natalie Coughlin will star in a Mother’s Day campaign, retired tennis pro Monica Puig will front a summer shoot and Biles will appear in ads later this year.

• Athleta is also donating $175K to the Women’s Sports Foundation in honor of the collective, while Puig will bring tennis to underserved communities, and O’Reilly will launch a mentorship program. Talk about getting stuff done.

Zooming out: By selecting a group of accomplished women in a variety of disciplines and at different career stages, Athleta opens itself up to an equally wide range of consumers. Niche athletes with instant recognition in their sports boast loyal followings and the potential to boost Athleta's brand affinity. Happy Women’s History Month, indeed.