Programming to include official ESPYS
sponsorship, campaign featuring Simone
Biles and Katie Ledecky,
in-store activations and events in Paris and select U.S. markets, as well as
continuing our monetary commitment to the Women's Sports
Foundation® (WSF ®)
SAN
FRANCISCO, July 11, 2024 /PRNewswire/ -- Athleta, a
Gap Inc. (NYSE: GPS) company and leading women's performance
activewear brand, empowers women and girls to build confidence,
strength, and belonging through movement—igniting the POWER OF SHE.
At a time when women are dominating on and off courts, tracks,
mats, and fields, Athleta is inviting women to not just play the
game but to change it with inspiring campaigns, events, and
partnerships this summer.
"We're dedicated to centering this purpose-led performance
brand—designed by women for women—on the authentic strengths that
define Athleta: our culturally relevant purpose, innovative
products, and compelling consumer experiences," said Ilona Aman, CMO of Athleta. "Our Power of She
platform, a community-driven initiative that emphasizes the
strength and unity of women, is more relevant than ever. Partnering
with game-changing women like Simone
Biles and Katie Ledecky and
celebrating the Best College Athlete Women's Sports nominees, truly
embodies our purpose to move the world forward by igniting the
Power of She within all of us."
ESPYS SPONSORSHIP
Athleta, an official ESPYS sponsor,
will present the award for Best College Athlete Women's Sports,
celebrating the achievements of women who have changed the game at
a collegiate level this year. The nominees
include Haleigh Bryant (LSU
Gymnastics), Caitlin Clark
(University of Iowa Basketball),
Sarah Franklin (Wisconsin
Basketball), and Izzy Scane
(Northwestern Lacrosse), with the award to be announced on
July 11.
The brand also hosted a luncheon with ESPN and the 2024 ESPYS
the day before the awards show. The intimate event was co-hosted by
actress, activist, and Angel City FC investor Sophia Bush, and ESPN multimedia journalist
and WSF trustee Ari Chambers.
It featured inspiring conversations with select nominees for this
year's Best College Athlete Women's Sports award and Power of
She Collective member, gold medal para snowboarder and 2024 ESPYS
nominee, Brenna Huckaby.
AD CAMPAIGN
The ESPYS sponsorship follows a new ad
campaign from Athleta featuring long-standing brand partner and one
of the greatest gymnasts of all time, Simone Biles. The campaign marks Athleta's first
national linear TV buy and showcases Biles performing
gravity-defying moves in the brand's signature performance product,
inviting women and girls to unlock their unique power. The campaign
also includes social and out-of-home ads featuring Biles and
Athleta partner Katie Ledecky, the
world's most decorated swimmer.
POWER OF SHE POSTCARD IN-STORE ACTIVATION
The Power of She community supports and empowers women and girls.
Athleta is celebrating game changers like Simone Biles and Katie
Ledecky by inviting consumers to visit Athleta stores and
write postcards of admiration to these athletes or other
influential women or girls in their lives. This initiative
recognizes that game changers aren't just elite athletes but also
coaches, mentors, parents, and friends. For each postcard
collected, Athleta will donate $1 to
The Power of She Fund.
PARIS AND U.S.
ACTIVATIONS
In Paris,
Athleta will lead and facilitate the global "Power of She"
conversation as it hosts a private content creation activation in
the heart of the Marais district. This will include events and
gatherings to celebrate women who are changing the game not only in
sports but across fashion, lifestyle, marketing, and culture.
Through new and existing partnerships and exclusive programming,
the space will amplify and elevate the stories of these unique game
changers.
Stateside, the brand will host a series of 'Power of She'
workout events in nine key markets, inviting women and girls to
come together and unlock their own unique power. Driving a sense of
community, the workout series will take place in Athleta stores in
Atlanta, Chicago, Dallas, Denver, Scottsdale, Minneapolis, and New
York. Additionally, Los
Angeles and Miami will have
larger event moments in impactful venues where demand for our
experiential touch points is high.
"We believe our customers will be inspired by these iconic women
this summer as they break records and change the game, " said Aman.
"When they are ready to ignite their power and find their movement,
we have the performance-driven, trend-right product to help start
or continue their journey in building strength and confidence."
To mark the moment, Athleta is donating $100,000 to WSF, a nonprofit organization
celebrating 50 years of changing the game. As part of its long
legacy and impact, WSF partnered with Athleta to launch The Power
of She Fund in 2020. Since then, The Fund has helped close to
50,000 women and girls overcome barriers to unlocking their
power.
For more information, visit www.athleta.com and follow Athleta
on social media via Instagram, TikTok, Facebook and X.
About Athleta:
A certified B Corporation, Athleta is a premium performance
lifestyle brand with a purpose of inspiring and empowering women
and girls to find confidence, strength, and belonging through
movement. Athleta's versatile performance apparel is designed for
women by women, with inclusivity at its core. Founded in 1998,
Athleta integrates performance and technical features across its
product offering to support women's active lifestyle—from yoga and
training to travel and recovery. In 2016, the company launched
Athleta Girl mirroring its signature performance product in styles
for the next generation. Based in San
Francisco, CA and a Gap Inc. brand (NYSE: GPS), Athleta
apparel is available at its more than 250 retail stores across
the United States and Canada and at Athleta.com.
Contact:
Kate Valauri
kate_valauri@gap.com
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SOURCE Athleta