SAN FRANCISCO, Oct. 10, 2019 /PRNewswire/ -- In celebration of
International Day of the Girl, Athleta Girl today introduces its
Code of Confidence, created in partnership with Girls Leadership as
a resource for engaging with girls about what they wear. Available
at AthletaGirl.com, the guide provides situational scenarios,
vocabulary and insights to help build a girl's confidence.
Between the ages of 8 and 14, girls' confidence levels fall by
30 percent1. In support of Athleta's mission to inspire
a community of active, healthy women and girls to reach their
limitless potential, the Code of Confidence seeks to change the
conversation around girls' appearance, focusing on how they feel
instead of how they look, empowering them to look inward for
validation rather than seeking the approval of others.
"Ask her how she feels, instead of telling her she looks cute,"
says Head of Athleta Girl Katy Miller. "The way we talk with girls
matters, and we are sharing the Code of Confidence as a resource
for anyone who wants their conversations to empower girls by
shifting the focus from the way they look to the way they feel.
Athleta Girl wants to pave the way for a stronger, confident future
generation of girls and we want others to join us."
The Code of Confidence is the evolution of Athleta Girl's Fit
Room Guide, which originally provided Athleta store associates
framework around how to address girls in the fitting room. In
response to positive feedback to the guide, Athleta Girl partnered
with Girls Leadership to update it and create a format that tackles
communicating beyond the dressing room. By sharing the Code of
confidence, Athleta seeks to raise awareness of this issue and
provide a tool for other organizations and individuals.
"Building confidence and empowering her to make her own
decisions is integral to Girls Leadership," explains Simone Marean, Co-Founder and CEO of Girls
Leadership. "Girls' confidence plummets by the time they reach the
age of 14, and there are a number of factors that contribute to
that drop. We are proud to be working with Athleta Girl on such a
critical resource that serves everyone who has, or interacts with,
a girl in their life."
Select Athleta stores will also be co-hosting International Day
of the Girl events with Girls Leadership to empower girls to
discover their voice and own their power through
confidence-building activities and workshops. "Building confidence
for the next generation requires engaging adults and young people
alike -- through our store events and the Code of Confidence, we
are galvanizing momentum to change the way we impact girls and
their self-esteem," added Miller.
For more information about events near you, or to view and
download The Code of Confidence, visit AthletaGirl.com.
About Athleta:
A certified B Corporation, Athleta
creates versatile premium performance apparel designed by women
athletes to inspire a community of active, confident women and
girls to reach their limitless potential. Founded in 1998, Athleta
integrates performance and technical features across its collection
to carry a woman through her life in motion – from yoga and
training to commute and travel. In 2016 the company launched
Athleta Girl mirroring its signature performance in styles for the
next generation. Based in San Francisco,
CA and a Gap Inc. brand (NYSE: GPS), Athleta apparel is
available at its about 170 retail stores across the country,
through its catalog, and at Athleta.com.
About Girls Leadership
Girls leadership is a national
nonprofit equipping girls with the skills to exercise the power of
their voice. They work with girls k-12 and their primary
influencers – parents, teachers, and caregivers – to create
sustainable impact. They see girls' every-day relationships with
friends and family as the primary opportunity to teach leadership
skills that will serve them over a life-time: self-advocacy,
negotiation, compromise, personal responsibility and conflict as an
opportunity for change. Girls Leadership is partnering with
schools, teachers, and community-based organizations to reach one
million girls by 2021. Learn more about their resources at
girlsleadership.org.
[1] Confidence Code for Girls, By Claire
Shipman, Katty Kay and
JillEllyn Riley, 2018
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SOURCE Athleta