Love Allura activewear founder Chelsea Kelly teams up with fellow Liverpool entrepreneur and former Adidas executive Jay Pollard to launch a new gymwear brand for women. Tony McDonough reports

Liverpool entrepreneurs Chelsea Kelly and Jay Pollard have joined forces to launch a new gymwear brand for women.

Chelsea created Love Allura, an activewear venture, in 2018. She built this into a six-figure business selling PE Nation and Varley. She later became head of UK operations and UK distributor for Australian activewear brand Lilybod.

Jay began his career at Dunlop Slazenger in Crosby in 1985, managing footwear quality control across Asia. He joined Adidas in 1995 and worked in Indonesia, China and Germany where he became senior vice president of brand operations.

He read a media article about Chelsea’s success with Love Allura. He asked to meet up to share experiences. What started as mentoring quickly evolved into the creation of a new activewear brand from scratch.

That brand is called ATIA Active and it brings together the duo’s extensive expertise and experience. They have carried out consumer profiling with each element from ideation through to production taken care of by the ATIA team.

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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 produce pieces that can be worn in and out of the gym.

Chelsea said: “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.”