Athleta expands Power of She campaign with new inspiring women
Gap Inc’s Athleta brand is starting 2017 with the launch of a ‘Power of She’ campaign showcasing “the power of women coming together to create social impact through a foundation of health and wellness.”
The new campaign builds on the Power of She platform the brand launched last April. The company said it “brings to life the brand’s mission to ignite a community of active, confident women and girls to reach their limitless potential and celebrates the power of sisterhood.” It uses the mantra “Alone We Are Strong, United We Thrive.”
Athleta president Nancy Green said the brand wants to “break down stereotypes and help redefine perceptions of wellness and strength while celebrating the power of the female collective to make an impact.”
The centerpiece of the campaign is a collection of stories each highlighting one ‘power’ of Power of She – including positivity, potential, community and confidence:
These include 98-year-old Tao Porchon-Lynch the world’s oldest yoga instructor whose philosophy is “there is nothing we cannot do if we harness the power within us.”
Also in the series is a trio of athletes who turned a passion for running into a way to support and bring awareness to maternal health for women around the world through Every Mother Counts (EMC); the founder of Club 21 Learning and Resource Center dedicated to including people with Down syndrome in society; and a professional photographer who takes photos of girls the way they are naturally (“silly, adventurous, frustrated, happy, athletic, fierce, funny.”)
Each of the stories will be prominently featured in Athleta’s catalogue, in its stores and across digital channels. The brand’s Chi Blog hosts the campaign content and where Athleta has also added resources for women who are inspired by the campaign to get involved with the organisations featured. The brand will be hosting in-store events throughout the campaign to give women and girls the chance to showcase their Power of She.
Additionally, it announced that it is a member of #SeeHer, a movement to accurately portray all women and girls in media spearheaded by the Association of National Advertiser’s Alliance for Family Entertainment.