PETALUMA, Calif. – April 18, 2016 - Today, Athleta is unveiling “The Power of She,” a bold campaign inviting women and girls to stand together, collaborate and put an end to undermining. Through the launch of this campaign, the brand aims to create a sisterhood of women and girls fueled by the core belief that alone we are strong, but united we thrive.
With the brand’s new Athleta Girl line, the brand will continue to encourage healthy, active lifestyles and instill a strong sense of confidence in the next generation of girls. Starting April 26, multiple generations of women and girls can shop together for beautiful, versatile high-quality products with the debut of Athleta Girl’s first collection, truly bringing Athleta’s brand mission to life.
“We believe in the limitless potential of women and girls, and we are passionate about the power of women coming together – it’s in our DNA,” said Nancy Green, president, Athleta. “As we enter the girls’ activewear category with the launch of Athleta Girl, we feel a responsibility to create a campaign that can teach and inspire the next generation of women and girls about the power of collaboration.”
“The Power of She” is a long-term effort that aims to inspire women and girls to join forces and empower one another. Starting today, all are invited to visit athleta.com/powerofshe to learn more about the campaign and take a pledge committing to:
- Living on the healthy side of competition
- Lifting their fellow sisters
- Realizing their own limitless potential
- Putting an end to undermining
Once the pledge is taken, consumers will be able to share their commitment across their social media channels, along with a customized personal image. Additionally, Athleta is assembling an incredible force of notable women who will take the “Power of She” pledge, while also bringing their unique and powerful voices to this important conversation.
“The Power of She,” also marks Athleta’s television debut. Created in partnership with YARD, a strategic and creative agency, the anthemic video features inspiring women and girls playing and working out together across various sports and activities. Another powerful element of the campaign is a four-part video series highlighting “sister groups” that exemplify women supporting women from the worlds of surf, running, dance, and yoga. Each group speaks to their individual experiences, realizing their full potential and the importance of sisterhood. The campaign will be felt and seen across every touchpoint of the brand, including online, catalog and in each Athleta store.
“Athleta’s mission is to ignite a community of active, healthy, confident women and girls who empower each other to realize their limitless potential. Now is the time to start an important conversation that inspires collaboration and brings awareness to the issue of undermining,” said Elisabeth Charles, senior vice president of Marketing, Athleta. “With the launch of ‘The Power of She’ and Athleta Girl, we hope the next generation will feel inspired to join together to achieve active, happy and full lives.”
Through “The Power of She,” Athleta will continue and enhance its commitment to its national charity partner, Girls on the Run, an organization with a similar mission around empowering the next generation of girls and creating opportunities for women to participate and volunteer on the local level. Through the campaign’s digital hub, customers can get involved, volunteer and donate to the organization.
Athleta has been the premier fitness apparel brand exclusively for women since 1998. With female athletes as its designers, Athleta creates versatile and fashionable performance and lifestyle apparel for the fitness-minded woman who lives life on the go. Offering products that move with her throughout the day, Athleta strives to help her look as amazing as she feels. Athleta offers apparel and gear for a range of activities from yoga and run to strength training and hike as well as seasonal sports, including ski and tennis. Athleta apparel is sold in retail stores across the country and online at www.athleta.com.