35
NPS
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Athleta is ranked #48 in Fashion and Beauty Brands
Athleta is ranked #48 in Fashion and Beauty Brands
About Athleta's Brand
Athleta is a premium performance lifestyle brand with a purpose of inspiring and empowering women and girls to find confidence, strength, and wellbeing through movement. Athleta's versatile performance apparel is designed for women by women, with inclusivity at its core. Founded in 1998, Athleta integrates performance and technical features across its collection to support women across their entire lifestyle—from yoga and training to travel and recovery. In 2016, the company launched Athleta Girl mirroring its signature performance in styles for the next generation. Based in San Francisco, CA and a Gap Inc. brand (NYSE: GPS), Athleta apparel is available at its more than 250 retail stores across the United States and Canada and at Athleta.com. Athleta’s brand is ranked #384 in the list of Global Best Brands, a carefully curated list of recognized brands as rated by customers of Athleta. When compared to other organizations within the Fashion and Beauty industry, Athleta is ranked #48. Among its major competitors, Athleta is ranked in 2nd place for NPS while lululemon is 1st, and Banana Republic is 3rd.Their current market cap is $11.23B
Brand at a Glance
79%
Customer Loyalty
4.1/5
Product Quality
3.9/5
Pricing
4.1/5
Customer Service
Athleta CMO
Sheila Pollak
Sheila Pollak serves as the Chief Marketing Officer of Athleta. Sheila started at Athleta in October of 2018. Sheila is currently based in the San Francisco Bay Area.
Athleta Ranking
- #48 in Fashion and Beauty
- #2 / 4 of its competitors
Athleta NPS
Athleta's Net Promoter Score (NPS) is a 35 with 57% Promoters, 21% Passives, and 22% Detractors. Net Promoter Score tracks whether Athleta's customers would recommend using the product based on a scale of -100 to 100.
Athleta Overall NPS
| 57% | Promoters |
|---|---|
| 21% | Passives |
| 22% | Detractors |
Athleta NPS Trend
-100
-50
0
50
100
| Summary | Date | Score |
|---|---|---|
Aug 2024 36 | Aug 2024 | 36 |
Oct 2024 34 | Oct 2024 | 34 |
Nov 2024 34 | Nov 2024 | 34 |
Dec 2024 34 | Dec 2024 | 34 |
Jan 2025 34 | Jan 2025 | 34 |
Feb 2025 34 | Feb 2025 | 34 |
Apr 2025 35 | Apr 2025 | 35 |
Jun 2025 35 | Jun 2025 | 35 |
Jul 2025 35 | Jul 2025 | 35 |
Sep 2025 35 | Sep 2025 | 35 |
Nov 2025 35 | Nov 2025 | 35 |
Dec 2025 35 | Dec 2025 | 35 |
How Other Brands Compare
Athleta is ranked second for NPS among its competitors. lululemon and Gap Inc. come in first and third, with Old Navy coming in at #4. Among those competitors, it is the second most valued company behind lululemon.
What is NPS
Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"
Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.
Athleta NPS by Gender
Male customers rated Athleta's NPS 55 points higher than Female customers.
Male
100
Athleta's NPS was rated 100 by Male customers on Comparably.
100%
Promoters
0%
Passives
0%
Detractors
Female
45
Athleta's NPS was rated 45 by Female customers on Comparably.
64%
Promoters
17%
Passives
19%
Detractors
Athleta NPS by Ethnicity
Athleta's NPS was rated the highest by African American/Black customers, and the lowest by Other customers.
-100
-50
0
50
100
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 55 | Caucasian | 55 |
African American/Black 75 | African American/Black | 75 |
Asian or Pacific Islander 55 | Asian or Pacific Islander | 55 |
Other -100 | Other | -100 |
Athleta NPS by Age
Athleta's NPS was rated the highest by customers ages 41-45, and the lowest by customers ages 51-55.
Athleta NPS by Usage
Athleta's NPS was rated the highest by customers who have used Athleta's products/services for 5 to 10 Years, and the lowest by customers with Over 10 Years of usage.
-100
-50
0
50
100
| Summary | Usage | Score |
|---|---|---|
Less than 1 Year 30 | Less than 1 Year | 30 |
1 to 2 Years 60 | 1 to 2 Years | 60 |
2 to 5 Years 34 | 2 to 5 Years | 34 |
5 to 10 Years 93 | 5 to 10 Years | 93 |
Over 10 Years -40 | Over 10 Years | -40 |
Athleta Customer Reviews
Out of the 14 Athleta customer reviews 13 were positive and 1 was constructive. Athleta customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.
All Reviews
Positive Reviews
Constructive Reviews
Athleta Customer Loyalty
79%
Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.
79% of Athleta users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"
Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"
Athleta Customer Loyalty Score by Gender
Female customers rated Athleta's Customer Loyalty score 21% higher than Male customers.
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Male
64%
Yes
Female
85%
Yes
Athleta Customer Loyalty Score by Ethnicity
Athleta's Customer Loyalty score was rated the highest by Asian or Pacific Islander customers, and the lowest by African American/Black customers.
% who answered "Yes"
Sign Up for Brand Profile PRO to get the full Customer Loyalty by Ethnicity data of Athleta.
91
out of 100
Caucasian
55
out of 100
African American/Black
92
out of 100
Asian or Pacific Islander
70
out of 100
Other
Athleta Customer Loyalty Score by Age
Athleta's Customer Loyalty score was rated the highest by customers ages 41-45, and the lowest by customers ages 18-25.
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0
20%
40%
60%
80%
100%
| Summary | Age | Score |
|---|---|---|
18-25 68% | 18-25 | 68% |
26-30 80% | 26-30 | 80% |
31-35 85% | 31-35 | 85% |
36-40 90% | 36-40 | 90% |
41-45 100% | 41-45 | 100% |
46-50 100% | 46-50 | 100% |
51-55 70% | 51-55 | 70% |
56-60 100% | 56-60 | 100% |
66+ 100% | 66+ | 100% |
Athleta Customer Loyalty Score by Usage
Athleta's Customer Loyalty score was rated the highest by customers who have used Athleta's products/services for 5 to 10 Years, and the lowest by customers with Less than 1 Year of usage.
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Athleta Customer Loyalty Score by Industry
Athleta's Customer Loyalty score was rated the highest by Retail industry customers, and the lowest by Healthcare, Hospitals and Medicine industry customers.
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Athleta Customer Loyalty vs. Competitors
Compared to its competitors, Athleta's Customer Loyalty score is rated right above Banana Republic, and is preceded by lululemon.
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Customer Loyalty for Other Fashion and Beauty Brands
In the Fashion and Beauty industry, Athleta's Customer Loyalty score is rated right above CHANEL, and is preceded by Uniqlo.
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Athleta Product Quality
4.1/5
Athleta has an overall Product Quality score of 4.1 out of 5 stars rated by its users and customers.
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Athleta Product Information
Athleta’s product quality score is a 4.1 out of 5 as rated by its users and customers. Reviewers from the Education industry rated Athleta's product the highest. Reviewers from the Fashion and Beauty industry rated Athleta the lowest at 3.2.
- Website
- http://www.athleta.com/
- Company Size
- 5,001-10,000 Employees
Industry
Retail
Quick Insights into Athleta Product Quality
Athleta's Product Quality score was rated highest by customers from the Education industry, and rated lowest by customers ages 51-55.
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Ranked Athleta Product Quality the Highest
Ranked Athleta Product Quality the Lowest
Athleta Product Quality Score by Gender
Male customers rated Athleta's Product Quality score 0.7 stars higher than Female customers.
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Male
4.8/5
Female
4.1/5
Athleta Product Quality Score by Ethnicity
Athleta's Product Quality score was rated the highest by African American/Black customers, and the lowest by Other customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 4.1 | Caucasian | 4.1 |
African American/Black 4.7 | African American/Black | 4.7 |
Asian or Pacific Islander 4.2 | Asian or Pacific Islander | 4.2 |
Other 2.8 | Other | 2.8 |
Athleta Product Quality Score by Age
Athleta's Product Quality score was rated the highest by customers ages 41-45, and the lowest by customers ages 51-55.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 4.5 | 18-25 | 4.5 |
26-30 4.4 | 26-30 | 4.4 |
31-35 4.4 | 31-35 | 4.4 |
36-40 4.1 | 36-40 | 4.1 |
41-45 4.7 | 41-45 | 4.7 |
46-50 4.3 | 46-50 | 4.3 |
51-55 2.4 | 51-55 | 2.4 |
56-60 4.6 | 56-60 | 4.6 |
66+ 4.3 | 66+ | 4.3 |
Athleta Product Quality Score by Usage
Athleta's Product Quality score was rated the highest by customers who have used Athleta's products/services for 1 to 2 Years, and the lowest by customers with Over 10 Years of usage.
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Athleta Product Quality Score by Industry
Athleta's Product Quality score was rated the highest by Education industry customers, and the lowest by Fashion and Beauty industry customers.
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Athleta Product Quality vs. Competitors
Compared to its competitors, Athleta's Product Quality score is rated right above Gap Inc., and is preceded by lululemon.
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Product Quality for Other Fashion and Beauty Brands
In the Fashion and Beauty industry, Athleta's Product Quality score is rated right above Crocs, and is preceded by Gucci.
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Athleta Pricing
Athleta ROI & Value For Money
3.9/5
Athleta has a value for money and ROI score of 3.9 out of 5 stars rated by its users and customers.
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Athleta Pricing Plans
Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Retail industry. The users from the Arts and Entertainment industry think that they had the lowest ROI from Athleta.
Quick Insights into Athleta ROI
Athleta's ROI score was rated highest by customers from the Retail industry, and rated lowest by Other customers.
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Ranked Athleta ROI the Highest
Ranked Athleta ROI the Lowest
Athleta ROI Score by Gender
Athleta's ROI score was rated 3.9 by both Female and Male customers on Comparably.
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Male
3.9/5
Female
3.9/5
Athleta ROI Score by Ethnicity
Athleta's ROI score was rated the highest by African American/Black customers, and the lowest by Other customers.
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0
1
2
3
4
5
| Summary | Ethnicity | Score |
|---|---|---|
Caucasian 3.9 | Caucasian | 3.9 |
African American/Black 4.1 | African American/Black | 4.1 |
Asian or Pacific Islander 4.1 | Asian or Pacific Islander | 4.1 |
Other 2.1 | Other | 2.1 |
Athleta ROI Score by Age
Athleta's ROI score was rated the highest by customers ages 26-30, and the lowest by customers ages 51-55.
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0
1
2
3
4
5
| Summary | Age | Score |
|---|---|---|
18-25 3.9 | 18-25 | 3.9 |
26-30 4.3 | 26-30 | 4.3 |
31-35 4.2 | 31-35 | 4.2 |
36-40 3.9 | 36-40 | 3.9 |
41-45 4.1 | 41-45 | 4.1 |
46-50 4.3 | 46-50 | 4.3 |
51-55 2.3 | 51-55 | 2.3 |
56-60 4.1 | 56-60 | 4.1 |
66+ 4.1 | 66+ | 4.1 |
Athleta ROI Score by Usage
Athleta's ROI score was rated the highest by customers who have used Athleta's products/services for 5 to 10 Years, and the lowest by customers with Over 10 Years of usage.
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Athleta ROI Score by Industry
Athleta's ROI score was rated the highest by Retail industry customers, and the lowest by Arts and Entertainment industry customers.
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Athleta Pricing vs. Competitors
Compared to its competitors, Athleta's ROI score is rated right above lululemon.
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ROI for Other Fashion and Beauty Brands
In the Fashion and Beauty industry, Athleta's ROI score is rated right above Nike, and is preceded by Uniqlo.
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Athleta Customer Satisfaction (CSAT)
Athleta Customer Satisfaction (CSAT) Score
79 / 100
Athleta has an overall Customer Satisfaction score of 79 rated by its users and customers.
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Very Satisfied
41%
Satisfied
38%
Neither Satisfied nor Dissatisfied
5%
Dissatisfied
4%
Very Dissatisfied
12%
What is Customer Satisfaction (CSAT) Score
Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.
Quick Insights into Athleta Customer Satisfaction
Athleta's Customer Satisfaction score was rated highest by customers ages 26-30, and rated lowest by Other customers.
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Ranked Athleta Customer Satisfaction the Highest
Ranked Athleta Customer Satisfaction the Lowest
Athleta Customer Satisfaction Score by Gender
Male customers rated Athleta's Customer Satisfaction score 22 points higher than Female customers.
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100 / 100
MaleVery Satisfied | 67% | |
|---|---|---|
Satisfied | 33% | |
Neither Satisfied nor Dissatisfied | 0% | |
Dissatisfied | 0% | |
Very Dissatisfied | 0% |
78 / 100
FemaleVery Satisfied | 34% | |
|---|---|---|
Satisfied | 44% | |
Neither Satisfied nor Dissatisfied | 2% | |
Dissatisfied | 0% | |
Very Dissatisfied | 20% |
Athleta Customer Satisfaction Score by Ethnicity
CSAT according to Caucasian
Athleta's Customer Satisfaction (CSAT) score was rated 75% according to Caucasian users and customers.
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75 / 100
Very Satisfied
43%
Satisfied
32%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
25%
CSAT according to Asian or Pacific Islander
Athleta's Customer Satisfaction (CSAT) score was rated 100% according to Asian or Pacific Islander users and customers.
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100 / 100
Very Satisfied
11%
Satisfied
89%
Neither Satisfied nor Dissatisfied
0%
Dissatisfied
0%
Very Dissatisfied
0%
CSAT according to Other
Athleta's Customer Satisfaction (CSAT) score was rated 0% according to Other users and customers.
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0 / 100
Very Satisfied
0%
Satisfied
0%
Neither Satisfied nor Dissatisfied
67%
Dissatisfied
0%
Very Dissatisfied
33%
Athleta Customer Satisfaction Score by Age
Athleta's Customer Satisfaction score was rated the highest by customers ages 26-30, and the lowest by customers ages 51-55.
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0
20
40
60
80
100
| Breakdown | Age | Score | |||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18-25 | 86% | |||||||||||||||
| 26-30 | 100% | |||||||||||||||
| 31-35 | 100% | |||||||||||||||
| 36-40 | 80% | |||||||||||||||
| 41-45 | 100% | |||||||||||||||
| 46-50 | 80% | |||||||||||||||
| 51-55 | 44% | |||||||||||||||
| 66+ | 67% |
Athleta Customer Satisfaction Score by Usage
Athleta's Customer Satisfaction score was rated the highest by customers who have used Athleta's products/services for 5 to 10 Years, and the lowest by customers with Over 10 Years of usage.
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Athleta Customer Satisfaction Score by Industry
Athleta's Customer Satisfaction score was rated the highest by Business and Consumer Services industry customers, and the lowest by Fashion and Beauty industry customers.
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}Athleta Customer Satisfaction vs. Competitors
Compared to its competitors, Athleta's Customer Satisfaction score is rated right above Gap Inc., and is preceded by lululemon.
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Customer Satisfaction for Other Fashion and Beauty Brands
In the Fashion and Beauty industry, Athleta's Customer Satisfaction score is rated right above Glossier, and is preceded by CHANEL.
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Athleta Customer Service
4.1/5
Athleta has an overall Customer Service score of 4.1 out of 5 stars rated by its users and customers.
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About Athleta's Customer Service
Address
2 Folsom St, San Francisco, CA 94105
Website
http://www.athleta.com/
Phone Number
1(877)328-4538
Athleta's Social Links
Quick Insights into Athleta Customer Service
Athleta's Customer Service score was rated highest by customers ages 56-60, and rated lowest by customers who have used Athleta's products/services for Over 10 Years.
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Ranked Athleta Customer Service the Highest
Ranked Athleta Customer Service the Lowest
Athleta Customer Service Score by Gender
Male customers rated Athleta's Customer Service score 0.6 stars higher than Female customers.
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Male
4.5/5
Female
3.9/5
Athleta Customer Service Score by Ethnicity
Athleta's Customer Service score was rated the highest by African American/Black customers, and the lowest by Other customers.
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0
20
40
60
80
100
| Summary | Ethnicity | Customer Service Score |
|---|---|---|
Caucasian 3.9 | Caucasian | 3.9 |
African American/Black 4.5 | African American/Black | 4.5 |
Asian or Pacific Islander 4.3 | Asian or Pacific Islander | 4.3 |
Other 2.1 | Other | 2.1 |
Athleta Customer Service Score by Age
Athleta's Customer Service score was rated the highest by customers ages 56-60, and the lowest by customers ages 51-55.
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0
20
40
60
80
100
| Summary | Age | Customer Service Score |
|---|---|---|
18-25 4.1 | 18-25 | 4.1 |
26-30 4.4 | 26-30 | 4.4 |
31-35 4.2 | 31-35 | 4.2 |
36-40 4.2 | 36-40 | 4.2 |
41-45 4.6 | 41-45 | 4.6 |
46-50 4.6 | 46-50 | 4.6 |
51-55 2.3 | 51-55 | 2.3 |
56-60 4.8 | 56-60 | 4.8 |
66+ 4.3 | 66+ | 4.3 |
Athleta Customer Service Score by Usage
Athleta's Customer Service score was rated the highest by customers who have used Athleta's products/services for 5 to 10 Years, and the lowest by customers with Over 10 Years of usage.
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Athleta Customer Service Score by Industry
Athleta's Customer Service score was rated the highest by Education industry customers, and the lowest by Fashion and Beauty industry customers.
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Athleta Customer Service vs. Competitors
Compared to its competitors, Athleta's Customer Service score is rated right above Banana Republic, and is preceded by lululemon.
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Customer Service for Other Fashion and Beauty Brands
In the Fashion and Beauty industry, Athleta's Customer Service score is rated right above Nike, and is preceded by Uniqlo.
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Athleta as an Employer
3.3/5
Athleta has a 3.3/5 stars for its overall company culture rated by their employees
bottom
35%
Consumer vs. Employees
Athleta scored a 35 for Net Promoter Score and a -18 for Employee Net Promoter Score. NPS gauges how likely a customer of Athleta would recommend the brand to a friend. ENPS measures how likely Athleta employees would recommend working at Athleta to a friend.
Net Promoter Score
35
NPS Score
| 57% | Promoters |
|---|---|
| 21% | Passive |
| 22% | Detractors |
Employee Net Promoter Score
-18
eNPS Score
| 32% | Promoters |
|---|---|
| 18% | Passive |
| 50% | Detractors |
Global Ranking Snapshot
Athleta is ranked #384 in the Global Top 100 Brands. It ranks just behind Eastman Kodak and just ahead of Bechtel.
| RANK | COMPANY | CEO | INDUSTRY | ||
|---|---|---|---|---|---|
382 |  | NerdWallet |  | Tim Chen | Business and Consumer Services |
383 |  | Eastman Kodak |  | Jeff Clarke | Tech |
384 | | Athleta | | Maggie Gauger | Fashion and Beauty |
385 |  | Bechtel |  | Brendan Bechtel | Tech |
386 |  | Barrick Gold Corporation |  | Mark Bristow | Energy and Manufacturing |
387 |  | Tupperware Brands |  | Rick Goings | Consumer Goods |
388 |  | Biogen |  | Michel Vounatsos | Health and Wellness |
Fashion and Beauty Ranking Snapshot
Athleta is ranked #48 in the Fashion and Beauty Industry. It ranks just behind Tory Burch and just ahead of Calvin Klein.
| RANK | COMPANY | Location | |
|---|---|---|---|
46 |  | Marc Jacobs | New York City, NY |
47 |  | Tory Burch | New York City, NY |
48 | | Athleta | San Francisco, CA |
49 |  | Calvin Klein | New York City, NY |
50 |  | Ralph Lauren Corporation | New York City, NY |
51 |  | Revlon | New York City, NY |
52 | | Banana Republic | San Francisco, CA |
