ATHLETA OPENS FIRST FLAGSHIP STORE IN SAN FRANCISCO’S FILLMORE NEIGHBORHOOD

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SAN FRANCISCO - January 13, 2011 –Athleta today announced the opening of its first full-scale retail location on San Francisco’s renowned Fillmore Street.The store offers Athleta’s collection ofwomen's active lifestyle apparel for yoga, running, swim, gym, hiking and skiing – designed by and for female athletes -- as well as an array of other products for both athletic and everyday pursuits.

“Our customers have been asking us for a place to touch and feel the product and we are thrilled to be able to deliver on their wishes,” said Kelly Cooper, Vice President of Merchandising, Design and Product for Athleta.  “With Athleta’s heritage rooted in Sonoma County, it was a natural fit for our first store to be located in the Bay Area, and in one of San Francisco’s great neighborhoods. Our customers will have access to a wide selection of our product in an  innovative and vibrant store environment providing a place to build community, and connect with the energy, beauty and strength that is Athleta.”

The 5,000 square foot store, located at 2226 Fillmore Street, has an open, airy feel and showcases the brand’s inspirational imagery and headlines.  Custom-made mannequins molded from the body of an Athleta model and real-life athlete will be featured prominently throughout the store, as well as kiosks that link directly to the website offering customers access to additional product.  Eight large sized fitting rooms are located toward the back of the store, providing a comfortable setting for customers to try on product, and complimentary tailoring is included with every purchase.

“This store opening launches the next phase of our multi-channel growth plan for the Athleta brand,” said Toby Lenk, president of Gap Inc. Direct, the division which houses the Athleta brand.  “What began as a catalog business 12 years ago, evolved into a successful online channel, and today marks another milestone for the Athleta brand.”

To mark the opening of the San Francisco store, Athleta has partnered with the local chapter of Yoga Bear, a national non-profit organization providing opportunities of health and wellness to cancer patients through the practice of yoga.  

Athleta is a division of Gap Inc. (NYSE: GPS).

About Athleta

Athleta was founded in 1998 with the mission of providing women athletes with apparel for different sports and fitness activities. The company has become one of the premier brands in the rapidly growing women’s sports and active apparel markets. Athleta offers high quality, stylish, and functional apparel, footwear and accessories, 90 percent of which is proprietary branded, across a wide variety of sports and fitness activities, including a high component of crossover apparel as well as casual wear. Athleta sells its products through catalogs and its website, www.athleta.com. The company is headquartered in Petaluma, CA, and has nearly 200 employees. Athleta was acquired by Gap Inc. in September 2008 and is part of the Gap Inc. Direct division.   

About Gap Inc.

Gap Inc. is a leading global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands. Fiscal 2009 sales were $14.2 billion. Gap Inc. operates about 3,100 stores in the United States, Canada, the United Kingdom, France, Ireland, Japan, China, and Italy. In addition, Gap Inc. is expanding its international presence with franchise agreements in Asia, Australia, Europe, Latin America, and the Middle East. For more information, please visitwww.gapinc.com.

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Press Contacts:

Callie Canfield

(707) 559-2221

callie_canfield@gap.com

Michelle Sibbitt

(415) 427-8323

Michelle_sibbitt@gap.com

News Source : ATHLETA OPENS FIRST FLAGSHIP STORE IN SAN FRANCISCO’S FILLMORE NEIGHBORHOOD