The decorated Olympic gymnast and the women’s athletic apparel brand have created a new collection just in time for the new school year, plus a new activation in the metaverse. The limited-edition capsule features 15 pieces, designed in collaboration with Biles for Athleta Girls activewear line. The line features styles including leggings, jackets, shorts, a backpack and more.
Biles is taking this collection a step further by creating back–to-school “confidence-building videos,” articles and other activities for girls that will be available on the AthletaWell platform, Athleta’s digital wellness platform.
The campaign will also be featured in the metaverse by way of Roblox and the “Athleta Girl x Simone Biles experience” in Livetopia, a popular game on the Roblox platform. The virtual activation will include Athleta Girl x Simone Biles billboards, a digital storefront featuring clothes from the collection, a Biles avatar styled in Athleta Girl apparel and an interactive obstacle course titled “Limitless You.”