Athleta Has Your Back
The Challenge: Athleta needs to highlight its unique brand commitment to transparency and authenticity to differentiate itself from competitors in the oversaturated female activewear market.
Strategy: Develop an integrated campaign that connects with busy women, showcasing Athleta as their go-to ally for comfort, support, and empowerment in their active, everyday lives.
Insight: Life’s chaos calls for quiet strength. Athleta supports you in ways you might not notice, offering comfort and resilience when you need it most. "Athleta Has Your Back" celebrates the power in those everyday, messy moments.
Key Message: In a society where active lifestyles are romanticized, Athleta is the apparel brand that comforts and encourages you to persevere through life’s obstacles, however big or small.
Art Director: Cami Goldberg
