Athleta is set to enter the GCC e-commerce market through a partnership between Gap Inc. and Chalhoub Group, expanding the women’s performance and lifestyle apparel brand’s presence in the region.
The online launch will introduce Athleta’s range of performance-focused clothing to women across the GCC, with an emphasis on versatility beyond exercise.
Under the regional campaign “My World. My Rules.”, the brand aims to highlight how women balance sport, professional responsibilities, travel and everyday activities.
The campaign will feature three women working across motorsport, endurance sport and the creative industries, reflecting different approaches to performance and personal ambition.
Athleta brings performance and lifestyle apparel to the GCC
Athleta’s regional expansion focuses on clothing designed to transition between exercise and everyday activities.
The brand’s approach combines technical performance features with comfort and versatility, allowing women to wear the same pieces across different parts of their day.
Rather than positioning activewear exclusively for training, Athleta aims to address the wider demands of women’s routines, including work, travel and other responsibilities.
Its regional launch is built around the message that performance extends beyond sport, encompassing the preparation, discipline and daily activities that support personal and professional goals.
The campaign captures this approach through the line, “The workout is one part of the day. Movement is all of it.”
Amna Al Qubaisi, Lojain Alrefae and Salma Elkashef lead regional campaign
Athleta’s GCC launch campaign will feature three women from different professional backgrounds, each representing a distinct approach to performance.
Through campaign films and photography, the brand will explore their experiences beyond their most visible achievements, focusing on preparation, travel and daily routines.
Amna Al Qubaisi represents women in motorsport
Amna Al Qubaisi is an Emirati professional racing driver who has achieved several milestones in international motorsport.
She became the first Emirati woman to compete internationally in single-seater racing and the first Arab woman to win a Formula 4 race.
Following her participation in F1 Academy, Al Qubaisi became the first female driver in the Pro category of the Porsche Carrera Cup Asia.
She was also named to TIME’s 100 Most Influential People in Sports list in 2026, according to the campaign announcement.
Her participation in Athleta’s campaign will highlight the preparation and discipline involved in professional motorsport, both on and off the track.
Lojain Alrefae brings endurance sport and fashion together
Lojain Alrefae is a Saudi fitness trainer, endurance athlete and fashion designer whose work combines sport and apparel design.
She is the co-founder of Saudi activewear label Mulu Athletics and regularly participates in endurance running events, including races in AlUla.
Alrefae is also working towards a personal goal of completing an ultramarathon exceeding 70 kilometres.
Through the campaign, she will represent the relationship between athletic training, personal ambition and everyday responsibilities.
Salma Elkashef highlights performance in the creative industries
Salma El Kashef is an Egyptian film director and a graduate of the High Cinema Institute, where she studied cinematography.
She has directed commercials for a variety of brands, and her work is driven by a passion for cinematic storytelling and a love of bringing stories to life through visual expression.
Through Elkashef’s participation, Athleta aims to extend its campaign beyond traditional sporting environments to include women working in creative professions.
“My World. My Rules.” explores performance beyond the spotlight
The regional campaign brings together Al Qubaisi, Alrefae and Elkashef to explore the work that takes place outside their most recognisable professional moments.
For Al Qubaisi, that includes the preparation required for racing. Meanwhile, Alrefae’s experience reflects the consistency needed for endurance training.
Elkashef’s contribution focuses on the routines and creative processes behind her work in cinematography and photography.
Although their professions differ, the campaign connects their experiences through the role of discipline, movement and preparation in everyday life.
Films and photography will follow the three women beyond competition and professional settings, offering a closer look at the routines that support their work.
Athleta aims to connect women across the GCC
Beyond its online retail expansion, Athleta’s regional launch will focus on connecting women who share interests in movement, wellbeing, ambition and personal style.
The brand aims to bring together women from different professional and athletic backgrounds through a shared approach to performance.
Its campaign also reflects the growing overlap between activewear and everyday clothing, particularly among women balancing exercise with work and other commitments.
Through the partnership with Chalhoub Group, Athleta will introduce its performance and lifestyle apparel to the GCC e-commerce market while establishing its regional identity around women’s experiences.
Further information about the online launch, including the confirmed date and shopping platform, has yet to be announced.
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