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What's a little healthy competition among activewear brands? Well + Good reports that Athleta will be opening its first Soho store this August, taking over the Wooster Street storefront that Piperlime once occupied [Update: The store will open on Wednesday, August 5th]. "This amazing, high-profile location enables us to bring our premium activewear and lifestyle apparel to more women," Kurt Kleespies, vice president of stores and operations, told the site. It'll be their fourth Manhattan outpost, adding to the Upper East and West Side and Flatiron locations.
The Gap Inc.-backed sportswear store is joining a slew of fitness-minded boutiques that put down roots in Soho in the past year or so, including Under Armour, Alternative, Lolë, Sweaty Betty, and Deka, not to mention the dual Lululemon stores for men and women at the nearby intersection of Prince and Wooster streets. In short, it doesn't look like we're even close to reaching the peak of the athleisure trend.