Liverpool Businesswoman Launches Own Luxury Activewear Brand After Success In The Industry
Chelsea Kelly, founder of Love Allura, has teamed up with Adidas’ former Vice President of Brand Operations Jay Pollard to create new gymwear brand ATIA Active.
Chelsea Kelly created Love Allura in 2018, which became a thriving six figure business selling renowned brands including PE Nation and Varley. She then went on to become Head of UK Operations and exclusive UK distributor of Australian activewear brand Lilybod.
Five years later, Jay Pollard, former Adidas Senior Vice President of Brand Operations, read a story in the Liverpool Echo on Chelsea’s success with Love Allura, and was inspired to meet up to share experiences. What started as mentoring quickly evolved into the creation of a new activewear brand from scratch.
With an extensive, combined and diverse experience within the sportswear industry, both Chelsea, 34, and Jay, 62, also from Liverpool, have created ATIA Active.
Jay began his career at Dunlop Slazenger in Crosby back in 1985, managing footwear quality control all over Asia including Korea, Taiwan, Pakistan, Philippines and Thailand.
After joining Adidas in 1995 in Indonesia, he moved to China, and then the Adidas Head Quarters in Germany where he remained for 21 years, becoming Senior Vice President of Brand Operations responsible for all global product creation.
With Chelsea’s forward-thinking approach and obsession with style and fashion, and Jay’s credentials, ATIA is aiming to become a much-loved brand and a respected player within the industry.
With a vision of ‘The Confidence To Achieve’, ATIA is created for the modern woman, giving her the tools to live her life as her highest self by actively inspiring her mind and body.
ATIA has carried out extensive consumer profiling to bring clarity to their product and brand, with each element from ideation through to production taken care of by the ATIA team.
Chelsea has hired London-based designer, Ffion Appleton Jones, who also has a wealth of experience with luxury brands including Off White and industry giants Nike and Adidas.
With custom developed fabrics and exclusive silhouettes and patterns, ATIA has focused on every detail to ensure that performance and style fuse to produce beautiful pieces that can be worn in and out of the gym.
On her new journey to create ATIA Active, Chelsea explained: “It was always an ambition of mine to create my own brand so when Jay reached out, it just felt like it was meant to be. With his background and career, it was a no brainer for us to create ATIA together. Within four weeks of an initial meeting in a cafe in Lark Lane, we had a business plan and the process of defining the brand had started.
“ATIA is perfect for women with busy lifestyles, who want to look and feel good from the inside out. Our pieces can be worn both to the gym or for day-to-day, with quality and fit being at the forefront. I’m incredibly excited to officially launch ATIA and share everything we have been working tirelessly on for almost two years.”
ATIA Active is now live and available to shop worldwide from their website atiaactive.com.
