Gap Inc. continues to bet on the unstoppable rise of athleisure, and that extends even to kids: They’ve just launched Athleta Girl for customers 6 to 14. Don’t wanna be rude, here, but isn’t most children’s clothing already designed with play in mind?
That’s according to Racked; you can now shop offerings on the Athleta website by “run,” “swim,” “training,” and—of course—“yoga and studio.” “The girls’ category is a natural fit for Athleta as the brand has been active in empowering both women and girls through fitness since its founding in 1998,” Athleta president Nancy Green told the outlet. She added:
A girls’ line is something our customers have been asking for – girls today want to dress sporty. They are living more active lives. We see Athleta Girl as an opportunity to offer her clothes that are comfortable, stylish, high-quality, built to move and will perform for her.
That’s great, but this looks more driven by Gap Inc. thinking everyone wants to wear yoga pants than a real shortage of sporty clothing for girls. (Hell, there’s even a plethora of options for your American Girl doll.) Athleta Girl will presumably play out just like Umbro and their shiny checkerboard soccer shorts, which ultimately become less about dedication to sports than keeping up with the hottest trends in your elementary school. In other words, just like athleisure for adults!