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Athleta’s New Ad Campaign: ‘Power to the She’
Owned by Gap Inc., Athleta is beginning the new year with its first ever national ad campaign.
Athleta offers women comfortable, yet stylish workout clothing, accessories and specialized sports clothing. Athleta's ad campaign, however, is expected to differ from a typical ad for women's sportswear, however. Athleta's ad campaign plans to celebrate female athletes and women balancing their lives with their need for physical activity. These ads are expected to appear in print, television and online.
'Power to the she'
The campaign is kicking off with a slogan sure to stick out to women everywhere: "Power to the She". The slogan alone conveys a message of equality and female empowerment. Tess Roering, Athleta's vice president of marketing and creativity, delved into the meaning behind the slogan by saying, "Athleta customers want to do it all. They lead extremely active and busy lives. Their desire to keep reaching for more is what 'Power to the She' is all about."
The ads are unique, featuring healthy, fit-looking women and intend to encompass all of the things that modern women do:
"Get born. Find a group. Find a job. Find the one. Have one. Have two. Roast a chicken. Cut bangs. Run. Breathe. Run. Relax. Run a 5K. Run a 10K. Crunch. Listen. Listen. Listen. Be loved. Look lovely. Do good. Give back. We kick asphalt. Power to the She."
The ads are expected to appear in specialty magazines like Runner's World, Yoga Journal, Shape, Fitness and Women's Health, as well as in some more generalized magazines aimed toward women such as Oprah, More, Real Simple, In Style and Sports Illustrated. Athleta is expected to team up with Yoga Journal as well as Pandora to put on two contests for fans.
Athleta continues to grow
Athleta originally started as a catalog-only and online store. The women's fitness store now proudly owns nine brick and mortar stores, in addition to catering to their large audience of online customers. Athleta currently has 300 employees. The first retail Athleta location opened in 2011, and Gap plans to have a total of 50 retail stores open by 2013. The company expects to see continued growth as more and more women learn of Athleta and the products available.
*Samantha Van Vleet is a former high school athlete. She enjoys working out in her free time and playing tennis with friends in good weather.
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