Athleta's new ad campaign urges female empowerment, running a lot

By Shan Li

Jan. 9, 2012 12 AM PT

Gap Inc.‘s Athleta is ushering in 2012 with its first national ad campaign urging female empowerment under the new slogan “Power to the She.”

The campaign, which will encompass print, TV and Web, is celebrating the idea of women who are juggling it all -- and still manage to be stylishly togged up in comfortable clothing from the sports apparel brand.

“Athleta customers want to do it all -- they lead extremely active and busy lives,” Tess Roering, Athleta’s vice president of marketing and creative, said in a statement. “Their desire to keep reaching for more is what ‘Power to the She’ is all about.”

The ads feature healthy, determined-looking women engaged in all manner of exercise (running on the beach, running obstacle courses, running a marathon, skateboarding in bikinis).

“Get born. Find a group. Find a job. Find the one. Have one. Have two. Roast a chicken,” goes the ad copy. “Cut bangs. 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.”

Missing from the list: “Shop at Athleta.”

Originally a catalog and online-only store for women, Athleta now has nine brick-and-mortar stores open, including one at the Grove shopping center. Athleta sales are not disclosed by Gap, but the brand is considered a bright spot for the struggling retailer, which recently announced the closing of nearly 200 stores amid continuing weak sales.

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