Exploring Athleta's Transformation Through the 'Find Your Movement' Initiative

Athleta, a retailer owned by Gap, is starting Women’s History Month with a new campaign called "Find Your Movement." This campaign aims to empower women and girls while also highlighting the importance of movement in different aspects.

The campaign, which launched on March 1, is part of a larger effort by Athleta to champion the power of movement. It builds on the Power of She Collective established by the brand in 2023, which focuses on celebrating iconic women athletes. This group of ambassadors expands on the original Power of She campaign narrative that was first introduced in 2016.

"Power of She doesn’t demand anything from you, it simply exists as a presence. According to Julia Leach, chief creative officer at Athleta, 'Find Your Movement' is the missing piece. Your movement can take many forms and shapes, reflecting a variety of expressions. It also represents a larger concept of the ongoing need for women's empowerment and gender equality in the world."

The new initiative, "Find Your Movement," will be a permanent part of the brand. It will initially launch across various platforms such as connected TV (CTV), digital and streaming video, rich media, and digital out-of-home elements in key markets like Los Angeles and New York City. The campaign will be supported by both paid and organic social media efforts on platforms like Meta, Snapchat, Reddit, and TikTok. Additionally, Athleta will feature a full-page print ad in The New York Times on March 10. Further activities tied to the campaign will be rolled out throughout the year, with a focus on the Summer Olympics. This will include a large pop-up event and an impactful Power of She platform.

"Find Your Movement" features a lively 30-second hero spot showcasing Simone Biles and Katie Zaferes, along with other athletes excelling in their sports. The ad will be shown in both 15- and 30-second versions on platforms like YouTube, Hulu, Peacock, and other CTV partners until April 15. This campaign was created and executed internally.

Fueling a ‘call to action’

Athleta is stepping up its marketing efforts during a challenging time for the business. Gap, the parent company of Athleta along with Old Navy and Banana Republic, reported a 7% decrease in net sales to $3.8 billion in the third quarter of 2023. Meanwhile, Athleta, which recently appointed a new CEO, experienced an 18% drop in net sales to $279 million during the same period. The focus for the division was on reconnecting with its core customer base through enhanced products and marketing strategies aligned with the brand, according to an earnings statement.

Athleta has been making changes in its marketing approach recently, focusing more on promoting the brand rather than just the products and taking a stronger stance on supporting women's empowerment, as mentioned by Leach. The campaign "Find Your Movement" reflects the direction the brand is heading towards.

According to Leach, "Find Your Movement" is not just a slogan, but a call to action to make a meaningful impact on culture and lead with innovative ideas. He believes that this campaign will be the driving force behind the brand's growth and success.

Athleta has just launched its latest campaign and also shared the news that Katie Ledecky, a competitive swimmer and 10-time Olympic medalist, will be joining the Power of She Collective through a five-year partnership. In the upcoming campaign, Ledecky will be featured alongside other members, participating in product wear testing, sporting Athleta attire, and taking part in key brand-building initiatives. She will also be providing guidance to the Power of She Fund, which aids organizations that share Athleta's mission.

The Power of She Collective includes ambassadors from various sports backgrounds, such as figure skating, basketball, swimming, and paralympic snowboarding. Members of this group have a say in Athleta's performance products, can access mentorship opportunities, and are involved in impact programs under the Power of She banner.

Paid and organic social media activations will be used to support "Find Your Movement" on Instagram and TikTok. Athleta plans to showcase real people who embody the campaign's message of celebrating movement in different ways. More social media activities will be rolled out later on, as mentioned by Leach.

The upcoming phase of Athleta's campaign will feature a pop-up event in Los Angeles in May. This event will include various workshops for attendees. A similar event called Move with Athleta took place in New York City last November. In June, a special spot will be revealed as a heartfelt tribute to Biles before the Summer Olympics in Paris in July. Athleta will also be active during the Olympics, sharing engaging stories in support of both Biles and Ledecky, according to Leach.

Athleta is not only focused on the Olympics, but also on launching an impact platform in September. This platform will revolve around events, community, and advocacy, embodying the Power of She ethos. It's another way the retailer is emphasizing inclusivity year-round and showcasing its values to consumers.

Leach expressed, "Our deep-rooted mission is to make a positive impact in the world. This upcoming platform launch in September will be significant and meaningful. It's not just about creating more content or making a small effort; it's about making a real difference in the world, particularly in the realm of women's empowerment."

Editor's P/S:

Athleta's "Find Your Movement" campaign is a powerful and inspiring initiative that celebrates the power of movement and empowers women and girls. The campaign's focus on inclusivity and the diversity of its ambassadors highlights the brand's commitment to representing and supporting all women. The campaign's message of self-expression and empowerment is particularly resonant in the current climate, where women continue to face challenges and barriers to equality.

Furthermore, Athleta's ongoing commitment to its Power of She Collective and the upcoming impact platform demonstrates the brand's genuine dedication to making a positive impact on society. By supporting organizations and initiatives that align with its mission, Athleta goes beyond marketing and becomes a force for change. The brand's focus on advocacy and inclusivity sends a clear message that it values women's voices and perspectives, and is committed to creating a more equitable and empowering world for all.