Athleta Champions Olympic Swimmer Katie Ledecky

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Hole-owned model Athleta kicked off Ladies’s Historical past Month by partnering with Olympic swimmer Katie Ledecky and unveiling a marketing campaign that can intention to re-establish its place because the “OG” in girls’s athletic attire

Ledecky—who will likely be going into the 2024 Paris Olympic Video games because the world’s most adorned girls’s swimmer, with 21 world championships and 10 Olympic medals so far—joins the model’s Energy of She Collective alongside fellow Staff USA champions Simone Biles, Katie Zaferes, Natalie Coughlin and a roster of elite girls athletes.

Created in 2023 to deepen its relationship with athletes in any respect phases of their careers, the Energy of She neighborhood works with Athleta to check and develop merchandise and empower girls and ladies by mentorship, content material and impression applications.  

Together with the brand new partnership, the model’s “Discover Your Motion” marketing campaign launches with a rousing 30-second spot that includes Biles and a forged of girls and ladies exhibiting athleticism in gymnastics, browsing, weightlifting, swimming, ice skating, operating and different sports activities.

Produced in-house, the energetic music and crowd pleasing fast cuts give the viewers a sampling of their talents, whereas demonstrating the model’s function as each champion and supplier of the right apparel to help their actions. 

The spot will run throughout TV, digital and streaming, with extra executions throughout out-of-home and social channels together with Snapchat and TikTok.

“’Discover Your Motion’ is the place our mission meets the buyer with a name to motion,” Julia Leach, chief artistic officer at Athleta, advised ADWEEK. “It’s the proper intersection. And that motion double entendre is intentional.” 

Leach stated Ledecky will likely be featured in upcoming iterations of the marketing campaign, and her involvement will likely be key within the model’s work following the Video games. She additionally teased that one other iteration would come with a tribute to Biles, slated to launch previous to the Olympics.  

The facility of girls and ladies in sports activities

As girls’s sports activities surge in reputation with audiences—and ladies in sports activities get devoted Tremendous Bowl commercials—Athleta sees “Discover Your Motion” as each a rallying cry and a possibility to remind customers that the model, based in 1998, was one of many authentic supporters of girls athletes by making efficiency attire particularly for them.  

Because the class has grown exponentially over time, bringing with it a glut of competitors, the model has stayed centered on its mission by nurturing its Energy of She neighborhood, calling for gender high quality in sports activities and upholding its sustainability commitments as an authorized B Corp. Athleta’s Energy of She Fund has given greater than 130 grants since inception.

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