Athleta x Bass Pro: Recasting the Outdoors for Women

Collaboration: Athleta × Bass Pro Shops

A concept-phase AI innovation partnership redefining women’s fishing apparel—designed with women anglers instead of adapted from men’s gear. AI analyzes environmental data (weather, water temperature, movement, layering needs) alongside fit feedback from women across regions to generate performance-driven silhouettes.

Rather than launching a full line, this project lives first as a digital concept lab, where users explore, compare, and vote on early designs before any physical production.

The Apparel Focus

Lightweight sun-protective tops

Stretch utility pants and over-layers

Convertible pieces for dock → trail → town

Why It’s Cool
It expands Athleta’s outdoor credibility while reclaiming fishing culture for women—using AI to design from real use cases, not outdated archetypes.