Athleta launches new tennis-specific collection that's designed "for women, by women"

Athleta launched a stylish new tennis-specific collection this week, becoming the latest big name to join the increasingly competitive game of women’s tennis apparel—and its first offering proves it's determined to become a major player.

The Gap-owned brand hit all the right notes with the Advantage Tennis Collection, which features thoughtfully designed skorts, dresses, tops and tanks, as well as tennis accessories including a bag, visor and high socks. Available in a variety of trendy colors like mauve and teal as well as classic black and white, the collection transitions seamlessly from the tennis court (or yoga studio) to the brunch table.

But the versatility doesn’t come at the expense of performance, with each piece extensively play tested and designed “with women, for women,” according to Athleta’s Chief Design Officer, Felix del Toro.

That attention to detail stands out in the Advantage Dress, which is made from recycled SuperSonic fabric. The dress has a front zipper and a mesh inner layer that makes it more breathable, but the real star is the built-in shorts. Featuring not one but three pockets—two that can hold mobile phones and an inverted one for spare tennis balls—the shorts also come with hem grippers to keep them from riding up during movement.

“When we design product, we really do it with women, for women,” Del Toro explained in a conversation with USTA member Farrah Skidd. “There’s a lot of wear testing and there’s a lot of questions and listening to understand, because when you’re in this activity—regardless of what competitive level you are—you don’t want to be tugging at your clothes. You want to be focused on the game.

“If you’re playing doubles or mixed doubles, you want to be in it. You want to be really engaged and supporting your partner, and not having to think about the clothes you’re wearing.”

The collection builds on Athleta’s three-year partnership with the United States Tennis Association (USTA), announced in October 2022. It saw the women’s performance-lifestyle brand become one of the official sponsors of the USTA League, USTA Player Development Teaching Professional Initiatives and the girls' USTA Foundation Excellence Team until 2025.

The partnership's goal is “empowering women and girls,” while also reaching a new and growing audience of active tennis players: at least 22.6 million people hit the courts around the country in 2021, according to the USTA.

“Athleta is proud to add USTA to our roster of purpose driven partners, focused on our mission of empowering women and girls,” Athleta president and CEO Mary Beth Laughton said in a press release.

“Between our innovative tennis product and accessories, expanding access to girls from underserved communities, and focusing on more diversity in the next-generation of leaders in tennis coaching, this partnership is poised to make a significant impact on the sport.”

Athleta also doubled down on growing its footprint within tennis by tapping former Olympic gold medalist Monica Puig as its new tennis ambassador and joining The Power of She Collective as a founding member.

Puig announced her retirement last June, but remains highly visible in the sport through her on-camera and commentary work with Tennis Channel and ESPN. An avid runner and cyclist—she’s currently gearing up for the Boston Marathon and an Ironman 70.3 race in Savannah, Ga.—the Puerto Rican gave Athleta’s new collection her stamp of approval too.

"While we are doing pretty amazing things athletically, we as women like to feel good in what we are wearing as well," Puig told Forbes in an interview.

"I think it is really smart to move into tennis."