A leading women’s performance activewear brand Athleta strives to empower women and girls to build confidence, strength and belonging through movement. Athleta invites women to change the game with inspiring campaigns, events, and partnerships.
Ilona Aman, CMO of Athleta, says they are dedicated to centering this purpose-led performance brand, designed by women for women, on the authentic strengths that define Athleta. “Our ‘Power of She’ platform, a community-driven initiative that emphasizes the strength and unity of women is more relevant than ever,” she explained. “Partnering with game-changing women like Simone Biles and Katie Ledecky, and celebrating the Best College Athlete Women’s Sports nominees embodies our purpose to move the world forward by igniting the Power of She within all of us.”
Athleta will celebrate the achievements of women who have changed the game at the collegiate level this year by presenting the award for Best College Athlete Women’s Sports. It also hosted a luncheon with ESPN and the 2024 ESPYS the day before the awards show. Moreover, the ESPYS sponsorship follows a new ad campaign from Athleta, featuring Simone Biles – the brand’s long-standing partners and greatest gymnast.
This campaign is Athleta’s first national linear TV buy. It highlights Biles performing gravity-defying moves in the brand’s signature performance product; and invites women and girls to unlock their unique power.
Aman said their customers will be inspired by the brand’s iconic women as they break records and change the game. “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.
Furthermore, Athleta is donating $100,000 to WSF. The non-profit organization partnered with Athleta to launch The Power of She Fund in 2020. Since then it has helped about 50,000 women and girls overcome barriers to unlocking their power.
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