Beyond the Podium: How Athleta and Allyson Felix Reinvented the Brand/Athlete Partnership

SXSW Sessions

In her final year of competitive racing, Allyson Felix, the most decorated track and field athlete of all time, shared with the world that she was no longer competing for medals, but for a mission greater than any medal or podium: empowering women with better childcare access childcare. Her corporate sponsor Athleta, not only stood by her in this mission, but helped amplify it—co-creating a childcare grant to support other athlete mothers with childcare costs, matching the maternity benefit offered through Allyson’s community-centered footwear brand for and by women, Saysh. Working together to help build a program for on-site childcare at athletic events in partnership with the non-profit organization &Mother. Join Allyson for a conversation with ABC News Correspondent Gloria Riviera to explore the possibilities of modern brand partnerships that support athletes’ ambitions both on and off the track (or court or field), how Athleta is expanding its holistic approach to partnerships in 2023 and what’s next for the fierce advocate and entrepreneur Allyson Felix.