“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.
You can visit Athleta site to learn more about the campaign and take a pledge. 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 a force of notable women who will take the “Power of She” pledge, while also bringing their voices to this 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 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.
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.