Athleta translates race sponsorship into foot traffic

Fitness and lifestyle brand Athleta is sponsoring this year's Esprit de She 5K and 10K races, designed exclusively for women, to be held Thursday, June 27, at the Koka Booth Amphitheatre in Cary, N.C., just 15 minutes from downtown Raleigh.

Athleta's mission to "celebrate and inspire women athletes of all levels" while outfitting them with apparel geared toward athletic pursuits that include yoga, Pilates, running, swimming and biking, is in line with the Esprit de She event.

The company is leveraging that sponsorship to encourage participants and their friends and families to visit its store in The Streets at Southpoint, Durham, for a post-race event Friday, June 28, from 9-11 a.m., which toasts those who participated in the race and their guests.

Participants who register for either the Esprit de She 5K or 10K will receive a custom designed, tri-blend tank and race bag, which organizers urge participants to use for shopping following the race.

Headquartered in Petaluma, Calif., Athleta was acquired by Gap in Sept. 2008 and is part of the Growth, Innovation & Digital division. It sells its products through stores nationwide as well as via its e-commerce site and its catalog.