Athleta campaign focuses on women’s empowerment

By

Dani Greene

Published
Apr 20, 2016

Activewear company Athleta launched its campaign “The Power of She” this Monday, the largest scale ad that Athleta’s parent company, Gap Inc., has ever released. The campaign marks Athleta’s television debut and features a four-part video series highlighting women supporting women and girls from the worlds of surf, running, dance and yoga. 

 
Athleta’s new Athleta Girl line, launching April 26, deliberately follows on the heels of “The Power of She,” which emphasizes women and girls working together to increase female confidence and combat the undermining of women.
 
"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 of 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."

Launched in 1998, Athleta is a leading women’s fitness apparel brand. With female athletes as its designers, the brand offers versatile and fashionable performance and lifestyle apparel for the fitness-minded woman who lives life on the go. Athleta offers apparel and gear for yoga, running, strength training, and hiking, as well as ski and tennis. Athleta apparel is sold in retail stores across the country and online.