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Athleta Launches Online in UAE, Saudi Arabia

The Gap Inc.-owned activewear brand is entering Gulf Cooperation Council markets through a partnership with Chalhoub Group.

Updated on Nov. 9, 2026 in Women’s Clothing

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Athleta has launched online in the United Arab Emirates and Saudi Arabia through Chalhoub Group, marking the Gap Inc.-owned activewear brand's entry into Gulf Cooperation Council markets. AI Illustration. Upload story photo >

Athleta has launched online in the United Arab Emirates and Saudi Arabia through regional luxury retailer and distributor Chalhoub Group. The launch marks the brand's entry into the Gulf Cooperation Council market and is supported by a regional campaign titled 'My World. My Rules.'

Why it matters

The move extends Athleta's reach into a new region at a time when the brand's sales have been declining. For shoppers in the Gulf, it adds a women's activewear option backed by a regional marketing push.

Athleta's comparable sales fell 12% for the quarter ended August 1, following a 9% decline last year. The brand was founded in 1998 and became part of Gap Inc. in 2008.

The players

Athleta

Athleta is a women's activewear brand owned by Gap Inc. that was founded in 1998 and is now expanding into Gulf Cooperation Council markets.

Chalhoub Group

Chalhoub Group is a regional luxury retailer and distributor that partnered with Athleta to launch its online store in the United Arab Emirates and Saudi Arabia.

The details

The campaign follows three women from the region, led by Amna Al Qubaisi, Lojain Alrefae, and Salma Elkashef, through films and photography that extend beyond their professional pursuits. The campaign film's director is from Egypt.

Timeline

  1. Athleta was founded in 1998.

  2. Athleta became part of Gap Inc. in 2008.

  3. Athleta's comparable sales fell 12% for the quarter ended August 1.

Market Expansion

Athleta, owned by Gap Inc. since 2008, is extending its activewear brand into the Gulf Cooperation Council region as its comparable sales have declined. The move positions the label in a regional market that its parent has not previously tapped for this brand.

Shoppers in the UAE and Saudi Arabia can now buy Athleta products online through Chalhoub Group. The launch gives customers in the region a new option for women's activewear without needing to shop abroad.

The takeaway

Brands expanding into new regions often rely on local distribution partners to reach customers quickly. Athleta's partnership with Chalhoub Group shows one way to enter the Gulf market without building out a full retail footprint first.

Further reading

For more on the latest trends, see Women’s Clothing.

Source note: This article includes information reported by FashionNetwork.