Women’s yoga clothing company Athleta kicks off 2017 by celebrating their ‘Power of She’ campaign. The initiative was to showcase the power of women coming together to create a social impact through the foundation of health and wellness.
The original campaign launched in April 2016 was designed to embody the brands mission to ignite a community of active, confident women and empower them to reach their potential.
“Athleta stands for inclusivity,” said Athleta President Nancy Green. “We want to break down stereotypes and help redefine perceptions of wellness and strength while celebrating the power of the female collective to make an impact.”
The cornerstones of the campaign were a series of case studies each highlighting one of the major values at the core of Athleta; positivity, potential, community and confidence. They recently featured 98-year-old Tao Porchon-Lynch the world’s oldest yoga instructor, whose philosophy is “there is nothing we cannot do if we harness the power within us.” She and Dr. Terri Kennedy collaborated on a book about Tao’s life, called “Dancing Light: The Spiritual Side of Being,” and travel the world together to inspire and impact the lives of women across the globe.
Other stories include a trio of athletes who turned their passion for running into a pathway of raising awareness for maternal health around the world with Every Mother Counts (EMC).
Additionally, Athleta announced that it is a member of #SeeHer, a movement to accurately portray all women and girls in media spearheaded by the Association of National Advertiser (ANA)’s Alliance for Family Entertainment.
“We are delighted to have Athleta and their new campaign ‘The Power of She’ join our #SeeHer movement. Athleta’s portrayal of women as strong, smart, beautiful, fun and fearless is a valuable addition to our mission of championing an accurate representation of women in media. We applaud Athleta for amplifying this important message,” said Stephen Quinn, Chairman, ANA Alliance for Family Entertainment.
In support of its goal to increase the accurate portrayal of women in media 20% by 2020, the group created a proprietary Gender Equality Measure, GEM™ in which ad content is compared to thousands of other ads. In the analysis, executed by #SeeHer research partner ABX, Athleta’s 2017 Power of She launch video scored in the top 1% of approximately 10,000 ads measured for its portrayal of women and girls.
Deputy Editor & Social Media Specialist