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Athleta Lures a Focus Group Into Trying Daring New Workouts

AdAge

January 03, 2018

By Adrianne Pasquarelli

Featured Work

Athleta — Power of She

Brand Moves Beyond Treadmill in New Campaign That Pushes Women to Do New Things

It’s a new year, and Athleta wants consumers to expand their self-perceptions. The Gap Inc.-owned workout brand debuted its “Up for Anything” campaign this week with a video that challenges women to move beyond self-doubt to try new things. In a minute-long spot, that was released digitally on Tuesday, a group of women think they’re trying on tights for a focus group, but soon are swinging from trapeze bars in the air as they attempt a new sport.

“I thought this was going to be a focus group,” one woman says. “Then everything changed.” At the end of the video, another woman says, “I didn’t think I could do any of the things I did today.” The spot is part of a larger message that Athleta wants to convey to consumers.

“This campaign was about inspiring women to get past the inevitable moment of self doubt that comes with trying something for the first time and simply focusing on the thrill of the new—no matter how ridiculous you may look doing it,” says Andréa Mallard, chief marketing officer of Athleta. “It’s also acknowledging how much creativity there is in working out–the days of languishing on a treadmill are long gone,” she adds. Athleta worked on the campaign with Yard NYC.