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Athleta Signage Marks the Spot on Columbus Avenue

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The first sign of the yoga wars has arrived! Athleta, Gap's athletic-wear endeavor, has announced its impending Upper West Side arrival with temporary storefront signage featuring rock-hard abs, no-sweat workouts, aspirational levels of endurance, and a call for job applications.

The healthful images plastered over the windows shroud construction workers hard at work in the former Lucky Brand store on Columbus Avenue and 70th Street. (There's another outpost slated for the Upper East Side). If all goes according to schedule, come this fall, UWS yoga devotees will finally see a break in the standard sea of Lululemon tramp-stamp logos in their regular Vinyasa classes.

· Gap's Gym Brand Athleta Offers UWS a Lululemon Alternative [Racked NY]
· Athleta [Official Site]


216 Columbus Avenue, New York NY