The FINANCIAL -- Athleta, the women’s sports and active lifestyle apparel brand owned by Gap Inc., announced the launch of its first-ever fully integrated brand campaign, “Power to the She”,according to Gap Inc..

Focusing on the limitless ability of women through imagery and storytelling, the campaign aims to create a movement that not only encourages women to be their best feminine and athletic selves, but create communities where they can encourage one another to strive for excellence regardless of their personal pursuits.

The national advertisements from the new campaign, starting this spring, will be the first Athleta ads to include a narrative, highlighting the milestones and everyday moments of the Athleta customer’s life and all she’s capable of as an athlete and a woman:

The campaign, created by Minneapolis based agency Peterson Milla Hooks in close partnership with Athleta’s in-house marketing & creative team, will also influence Athleta’s already iconic marketing imagery. The seasonal imagery will continue to be shot at the beautiful locations Athleta’s customers have grown to know and love, but will now zero in on the woman in each photo, making her the hero of each shot. 

Athleta offers premium women’s active lifestyle apparel for yoga, running, swim, gym, hiking and skiing – designed by and for female athletes -- as well as an array of other products for both athletic and everyday pursuits.

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