Athleta — Because I Can

After we helped announce Simone Biles’ powerful decision to leave Nike and join Athleta, the brand partnered with us again to create a second campaign, featuring Simone’s co-designed collection for Athleta Girl. Our task was to amplify Simone’s passion: helping all girls feel confident in who they are.

We learned that between 8 and 14, girls face a sharp dip in their confidence, getting into cycles of rumination and negative self talk. So, to uplift their self-confidence, we pictured Simone whispering inspiration and empowerment into the ears of girls everywhere, from beginner athletes to young activists. Drawing inspiration from Simone’s own mantras that appear on the collection, we built our campaign around a girl’s power to do anything and everything she wants, just like Simone—because she can.