In collaboration with non-profit organization Girls on the Run, the Gap Inc.-owned apparel brand, Athleta, will reveal its first 30-second TV commercial to promote the “Power of She” campaign, this May. Athleta’s “Power of She” commercial, which features female athletes, encourages women to come together collectively and acknowledge the power of sisterhood and friendship. The “Power of She” campaign will air on TV in conjunction with the new Athleta Girl line that launched on April 26, catering to girls ages six to 14.
Athleta has partnered with Girls on the Run for many years and is their exclusive, national, athletic women’s apparel sponsor, according to the website. Athleta will be donating $50,000 to Girls on the Run for this campaign and will also host a “Power of She” event in stores on May 7.
The Girls on the Run organization, which was established back in 1996, implements two main programs: one program for girls in third through fifth grade, and another program for girls in sixth through eighth grade. Girls on the Run creates a sense of community and trust for young girls. Their empowering programs encourage girls to run, stay active, and create positive relationships with other girls.
“We believe in the limitless potential of women and girls, and we are passionate about the power of women coming together – it’s in our DNA,” said president of Athleta, Nancy Green, to the GAP Inc. “As we enter the girls’ active-wear category with the launch of Athleta Girl, we feel a responsibility to create a campaign that can teach and inspire the next generation of women and girls about the power of collaboration.”
Much like other sportswear companies such as Adidas, Under Armour and Nike, Athleta has followed the female empowerment-marketing trend since 2012. However, with this “Power of She” campaign, Athleta hopes to stand out among the rest by focusing on the idea “alone we’re strong, but united we thrive.”
To learn more about Girls on the Run, or to get involved: https://www.girlsontherun.org/What-We-Do
To read more about Athleta’s TV commercial: http://adage.com/article/cmo-strategy/gap- s-athleta- debuts-tv- spot/303576/
Happy Thoughtful Thursday!
The Heart & Soul PR, Inc. Team