Client: AthletaProject: Power to the She
Kicking a little asphalt.
Athleta's first national campaign featured both realism and inspiration in equal measures for women. With apparel that was designed for women by women, we drove home that ambition for our target audience isn't a bad thing, that "there's beauty in overdoing it." Which definitely ran against the grain of Athleta's competitors. In a time period of rapid expansion for Athleta, our campaign found a sweet spot that was colorful, strong, and dynamic--just like the apparel itself.