PETALUMA, Calif., Jan. 3,
2017 /PRNewswire/ -- Athleta 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 in April
2016. The Power of She 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 with the mantra "Alone We Are
Strong, United We Thrive."
"Athleta stands for inclusivity," said Athleta
President Nancy Green. "We want 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:
Positivity: Tao + Terri
At 98 years
old, Tao Porchon-Lynch is the world's oldest yoga
instructor whose philosophy is "there is nothing we cannot do
if we harness the power within
us." She and Dr. Terri
Kennedy collaborated on a book about Tao's
life Dancing Light: The Spiritual Side of
Being and travel the world together to inspire and impact
the lives of women across the globe.
Potential: Audrey + Estelle + Melanie + Kimi
When
Audrey 's daughter Estelle was born with Down syndrome,
she helped create Club 21 Learning and Resource
Center as a community for parents of children with
Down syndrome dedicated to including people with
Down syndrome in society. She partnered with local
studio Rose City Yoga, where instructors Melanie and Kimi lead
classes teaching their students confidence and the power of their
potential.
Community: Clancy + Kristen + Roma
This trio of athletes turned
their passion for running into a way to support and bring
awareness to maternal health for women around the world
through Every Mother Counts (EMC). Clancy, Kristen and
Roma participate in races to raise awareness and funds to
provide skilled healthcare to new and soon-to-be moms around the
world.
Confidence: Kate + Ella +
Alice
Kate T. Parker is a professional
photographer who takes photos of girls the way they are naturally
– in her words, "silly, adventurous, frustrated, happy,
athletic, fierce, funny." She has collected her photos in a new
book Strong is the New Pretty (Workman
Publishing; available in March) celebrating the strength
and spirit of girls being 100% themselves.
"These women embody the Power of She and represent the
impact each of us can have in our community and in the world,"
added Green.
Each of the stories will be prominently featured in Athleta's
catalog, 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 organizations 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, Athleta 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 (ANA)'s
Alliance for Family Entertainment.
"We are delighted to have Athleta and their new campaign 'The
Power of She' join our #SeeHer movement. Athleta's portrayal
of women as strong, smart, beautiful, fun and fearless is a
valuable addition to our mission of championing an accurate
representation of women in media. We applaud Athleta for
amplifying this important message," said Stephen Quinn, Chairman, ANA Alliance for Family
Entertainment.
In support of its goal to increase the accurate portrayal of
women in media 20 percent by 2020, the group created a proprietary
Gender Equality Measure, GEM™ in which ad content
is compared to thousands of other ads. In the
analysis, executed by #SeeHer research partner ABX,
Athleta's 2017 Power of She launch video scored in the
top 1% of approximately 10,000 ads measured for its portrayal of
women and girls.
ABOUT ATHLETA
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. In 2016 the company
launched Athleta Girl mirroring its signature performance in styles
for the next generation. Based in Petaluma, CA and a Gap Inc. brand (NYSE:GPS),
Athleta apparel is available at its 130 retail stores across the
country, through its catalog, and at www.athleta.com.
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SOURCE Athleta