Athleta. 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.

Athleta Power to the She Manifesto Athleta Power to the She Manifesto
Athleta - power to the she - manifesto
Athleta Power to the She print ad with two women running Athleta Power to the She print ad with two women running
Athleta - power to the she - print ad 1
Athleta Power to the She print ad with blonde woman Athleta Power to the She print ad with blonde woman
Athleta: power to the she - print 2
Athleta Power to the She print ad with woman on beach Athleta Power to the She print ad with woman on beach
Athleta: power to the she - print 3
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