Athleta is ushering in Women’s History Month with the launch of its groundbreaking "Find Your Movement" campaign, marking a significant evolution for the brand. This multiphase initiative, debuting on March 1st, is not only a celebration of women's empowerment but also a reaffirmation of Athleta's commitment to embracing the power of movement in all its diversity.
The campaign builds upon the foundation laid by Athleta's Power of She Collective, established in 2023, which celebrates influential women athletes. Stemming from the initial Power of She narrative introduced in 2016, this ambassador group embodies the essence of empowerment and serves as a beacon for women everywhere.
Julia Leach, Athleta's chief creative officer, emphasizes the inclusivity of "Find Your Movement," stating that it encapsulates the idea that movement takes many forms. It serves as a call to action, a testament to the ongoing necessity of advancing women's empowerment and gender equality.
The rollout of "Find Your Movement" encompasses various mediums, including connected TV, digital platforms, streaming services, and digital out-of-home elements in key markets like Los Angeles and New York City. Paid and organic social media efforts across platforms like Meta, Snapchat, Reddit, and TikTok will bolster the campaign's reach, complemented by a full-page print ad in The New York Times on March 10th. This campaign will endure throughout the year, with additional activations planned around events like the Summer Olympics and a comprehensive pop-up event.
Central to "Find Your Movement" is a lively 30-second hero spot featuring acclaimed athletes Simone Biles and Katie Zaferes, alongside other athletes in their element. The campaign aims to inspire through narratives of determination and triumph. Despite external challenges, Athleta's intensified marketing efforts align with its renewed focus on engaging its core customer base and amplifying its commitment to women's empowerment.
Leach notes a strategic shift in Athleta's marketing approach, emphasizing brand identity over product-centric messaging and embracing a bolder stance on women's empowerment. "Find Your Movement" serves as a declaration of intent, signalling Athleta's ambition to shape cultural conversations and lead with thought leadership
Coinciding with the campaign launch, Athleta welcomes competitive swimmer Katie Ledecky as the newest addition to its Power of She Collective. Ledecky's five-year partnership underscores Athleta's dedication to amplifying diverse voices within its community and supporting initiatives aligned with its mission.
The Power of She Collective comprises ambassadors from various sports backgrounds, offering insights into Athleta's product innovation and participating in impactful programs. Through paid and organic social media activations, the campaign will spotlight real stories that embody the spirit of celebrating movement in all its forms, fostering an inclusive and empowering narrative.
As "Find Your Movement" unfolds, Athleta continues its journey of evolution, championing empowerment and inclusivity, one movement at a time.
