When Athleta was first created in 1998, the goal was to provide female athletes with the best products and services available. That goal has not changed, although our offering continues evolving to address the many facets of an active woman’s lifestyle. To compliment our line of performance and lifestyle products, we’re excited to offer a place for connecting women to the energy of inspiration.

Before we launched the chi blog in early 2008, we established the following principles to guide content and community…

Atheta Chi is…

By, for and about athletic, active women. Of course!

Inspirational. Many of us only aspire to the level of our featured athletes. The chi is about fueling that aspiration with inspiration (and hopefully perspiration).

Authentic. The women of Athleta are strong, smart women who instinctively know when something, or someone, is disingenuous. Chi content must be credible with real emotion grounded in real life.

Humble and generous. In yoga practice, ‘namaste’ means ‘I bow to you’ or (a more modern interpretation) ‘I honor the spirit in you which is also in me.’ The chi is a way to say namaste to the women who inspire and fuel our business.

Athleta Chi is not…

About us. Rather than using our company blog to talk about Athleta and our products, we’ve taken a different approach based on the belief that authentic, well-written content is a more meaningful expression of our commitment to providing female athletes with the best products and services available.

Trite. Athleta customers are intelligent, accomplished women. The voice of the chi will never speak to the lowest common denominator nor will it deliver ‘pablum’ (simplistic content devoid of meaning).

A Celebrity Magazine. We won’t be posting photos of or stories about celebrities wearing Athleta clothing – that’s not our style. The chi is a place to elevate a diverse range of women juggling fitness goals along with everyday life as mothers, sisters, wives, partners, students, professionals, etc.

We hope you’ll come along for the ride and help us evolve the Chi into a friendly community with meaningful content for the women of Athleta.