America's Most Trusted D2C Brands 2026 › Athleta
#31 of 100 – Fashion & Apparel

Athleta

Women's activewear brand that began as a catalog and website before Gap bought it in 2008.

By Abhimanyu Ghosh, Chairman, WCRC, with the WCRC Business Intelligence Unit · November 2026

Consumer Trust 80/100
Athleta ranked #31 in America's Most Trusted D2C Brands 2026 by WCRC
Trust Score78.82out of 100
US D2C rank#31 of 100
HeadquartersPetaluma, CA
Founded1998
Latest revenue$1,219M net sales (FY2025, ended Jan 31, 2026; down 10%)
Trust pillar80/100

The Athleta story

Athleta was founded in 1998 by Scott Kerslake and is owned today by Gap Inc. (public, NYSE: GAP). It is one of 15 Fashion & Apparel brands in this year's ranking, where it places #5.

Why people trust Athleta

A certified B Corp with a clear focus on women's performance wear and inclusive sizing.

The watch-out

Sales fell 10% in fiscal 2025 and have declined for several years amid competition from newer activewear brands.

Why Athleta ranks #31

Strongest of the four trust-led pillars

Brand Positioning, scored 82 out of 100.

Room to grow

Brand Love, scored 76 out of 100.

The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. Athleta scores 78.82 overall.

Pillar profile

Consumer Trust & Sentiment (32%)
80
Brand Recall (18%)
78
Brand Positioning (15%)
82
Brand Love (15%)
76
Product, Innovation & Delivery (10%)
80
Digital & Financial Soundness (6%)
70
Governance & ESG (4%)
82

Versus its nearest rivals

29HingeTech · 79.1030SoFiFinancial Services · 78.9831AthletaFashion · 78.8232Rocket MortgageFinancial Services · 78.4033WealthfrontFinancial Services · 78.34

Questions people ask

What rank is Athleta in WCRC's America's Most Trusted D2C Brands 2026?

Athleta ranks #31 of 100 in WCRC's America's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 78.82 out of 100.

Why is Athleta trusted?

A certified B Corp with a clear focus on women's performance wear and inclusive sizing.

What is Athleta's revenue?

$1,219M net sales (FY2025, ended Jan 31, 2026; down 10%), as per the company's filed accounts or published results.

Who owns Athleta?

Athleta is owned by Gap Inc. (public, NYSE: GAP). It was founded in 1998 and is based in Petaluma, CA.

What is Athleta's biggest challenge?

Sales fell 10% in fiscal 2025 and have declined for several years amid competition from newer activewear brands.

Key facts

BrandAthleta
Company / ownerGap Inc. (public, NYSE: GAP)
HeadquartersPetaluma, CA
Founded1998
Founder(s)Scott Kerslake
Latest revenue$1,219M net sales (FY2025, ended Jan 31, 2026; down 10%), as per company filings
SectorFashion & Apparel
Country of originUnited States

Sources

  • Annual report (Form 10-K) and financial results filed with the U.S. Securities and Exchange Commission
  • Company website, official announcements and press releases
  • Published interviews and statements by the founders and leadership
  • WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data
Want the full picture? For the detailed methodology, a brand's full assessment report, or the other factors behind a score, contact the WCRC Business Intelligence Unit at consulting@wcrcint.com.
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Disclaimer
  1. Who was considered. Only brands whose owners publish financial results, or that have publicly stated their own revenue, were considered. Brands that do not publish revenue have not been assessed or ranked. Not being on this list says nothing about a brand's quality.
  2. Eligibility. Ranked brands were founded in the United States, are US-controlled today, were born selling direct to consumers and still sell mainly direct. The rules are applied as of November 2026.
  3. Independent opinion. This ranking is WCRC's independent research and opinion, based on publicly available information as of November 2026. It is not an endorsement of any brand. No brand paid to be included, and inclusion cannot be bought.
  4. Not advice. Nothing on this site is investment, financial, insurance, medical, legal or purchasing advice. Do not rely on it to make decisions of that kind.
  5. Scores. WCRC D2C Trust Scores are provisional assessments by the WCRC Business Intelligence Unit at the time of research. They are opinions, not measurements, and may be revised.
  6. Revenue and facts. Revenue is shown as filed with the US Securities and Exchange Commission or published in company results, or, where marked, as stated by the company itself. Some figures are for a parent segment or a run rate, as noted. WCRC has not audited any figure. Facts are checked twice against public sources, but errors are possible.
  7. Trademarks. Brand names, logos and trademarks belong to their owners. Their use here is for identification only and does not imply any affiliation with or endorsement by WCRC.
  8. Use of the badge. Ranked brands may use the WCRC badge only as provided, linked to their page, and unaltered. Any other use of the WCRC name, badge or data needs WCRC's written permission.
  9. Rights and AI. © 2026 WCRC. All rights reserved. The WCRC D2C Trust Score and its methodology are proprietary. Copying, text and data mining, and use of this content to train artificial intelligence models are not permitted without written permission; WCRC expressly reserves these rights, including under Article 4 of EU Directive 2019/790.
  10. Corrections. To report an error or ask for a review, write to consulting@wcrcint.com. Corrections are made promptly.