Gap Adds Athleta to its House of Brands

Gap, Inc. has added a new brand to its family — Athleta, which is being billed as “feminine, performace-driven apparel.”

You can shop by sport, they’ve got swimwear, footwear, bras & undies, and even a collection of skirts & dresses.

At first glance it seems a little pricey for me, but perhaps they are trying to compete with the high style, high quality athletic apparel from places like Outdoor Divas, Title Nine, and Lululemon Athletica.

What do you think of Athleta?