Gap's athletic brand, Athleta, is launching a national campaign with the tag "Power to the She." The campaign is via Minneapolis-based Peterson Milla Hooks (PMH). By mid-January, the brand will
operate 10 stores, and it has plans for 50 stores by the end of 2013.
"As we're growing, we
recognize the opportunity to have a creative platform and a brand campaign. It seemed like a good time to launch something compelling," said Tess Roering, Athleta's VP-marketing and creative. "We
really haven't had a tagline before. We've played with things but nothing has really stuck. When PMH brought this to us, it felt so right."
The campaign, "Power to the She," will include
print, digital, in-store marketing, sponsorships and partnerships. Initial ads have a New Year's resolution vibe, with copy reading "Find a job. Find the one. Have one. Have two. Roast a chicken. Cut
bangs. Run. Breathe. ... We kick asphalt. Power to the She." Athleta is also expanding its title sponsorship of Iron Girl with a co-branded training program and is preparing to announce a national
partnership with non profit "Girls on the Run."
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