Athleta Champions Olympic Swimmer Katie Ledecky in New Advert

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

Ledecky—who can be going into the 2024 Paris Olympics because the world’s most adorned girls’s swimmer with 21 world championships and 10 Olympic medals to this point—joins the model’s Energy of She Collective alongside fellow Crew USA champions Simone Biles, Allyson Felix, Katie Zaferes, Natalie Coughlin, and a roster of elite girls athletes.

Created in 2023 to deepen its relationship with athletes in any respect levels of their careers, the Energy of She group works with Athleta to check and develop merchandise and empower girls and women via mentorship, content material and affect 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 women exhibiting athleticism in gymnastics, browsing, weightlifting, swimming, ice skating, working and different sports activities.

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

The spot will run throughout TV, digital and streaming, with further 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, informed ADWEEK. “It’s the right intersection. And that motion double-entendre is intentional.” 

Leach mentioned Ledecky will function in upcoming iterations of the marketing campaign, and her involvement can 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 women in sports activities

As girls’s sports activities surge in reputation with audiences – and women 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 unique supporters of girls athletes by making efficiency attire particularly for them.  

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