Company Athleta takes initial TV ad spot prior to Paris Olympics, showcasing Simone Biles
Athleisure Brand Athleta Steps Up Game with High-Profile Olympic Advertising Push
In a bold move, Athleta unveils its inaugural linear TV ad prior to the Paris Olympics, featuring gymnastics powerhouse Simone Biles and swimmer Katie Ledecky, both members of Athleta's Power of She collective. The breathtaking ad showcases Biles performing awe-inspiring feats in an empty gym, with the refrain "just because she can" echoing throughout, a testament to Biles' previous response to the media.
The commercial, launched on Saturday and airing throughout the 2024 Paris Olympics, spans NBC, Peacock, YouTube, Instagram, Reddit, Pinterest, TikTok, and other platforms.
Empowering Women: Athleta's Strategic Approach
Athleisure powerhouse Athleta is leaving no stone unturned as they gear up for the Summer Games, aiming to ignite interest in their brand by relying on their roster of accomplished Olympians. Most notably, Biles narrates the ad while showcasing gravity-defying moves, as per the press release.
"Here we are," Biles proclaims in the advertisement. "Here for deep breaths and running starts… for hearing yourself over the crowd - and landing in your power. We are here."
Having joined Athleta as an ambassador in 2021, Biles has collaborated with the brand on products and capsule collections, much like her predecessor Allyson Felix who aligned with Athleta in 2019, critiquing Nike's treatment of expectant athletes.
Building upon their "Find Your Movement" campaign, Athleta is positioning themselves as a champion of women's empowerment and advocacy, championing various forms of physical activity. Although Ledecky, who signed a five-year deal with Athleta in March, does not feature prominently in the main ad campaign, she will appear in other creative material linked to the brand's Olympics campaign.
Expanding its inclusive message, Athleta's Power of She collective boasts a variety of professional athletes, including basketball player Monique Billings, figure skater Mariah Bell, and softball player Jessica Mendoza, according to the brand's website. Having introduced this collective last year, Athleta added 11 brand athletes simultaneously.
Athle-Empowerment for All
Athlete's strategic approach to advertising involves aggressive promotion, powerful storytelling, and leveraging digital and social media platforms to engage customers and emphasize themes of empowerment, resilience, and being unapologetically fierce. The brand's overall objective is to advocate for inclusiveness and encourage women to rise together, embodying the Olympic's ethos of unity and triumph.
- Athleta's debut linear TV ad before the Paris Olympics highlights renowned gymnast Simone Biles and swimmer Katie Ledecky, both belonging to Athleta's Power of She collective.
- The ad, airing on NBC, Peacock, YouTube, Instagram, Reddit, Pinterest, TikTok, and other platforms, showcases Biles performing astonishing feats in an empty gym.
- The refrain "just because she can" in the ad is a nod to Biles' response to media.
- The commercial serves as a testament to the empowerment of women, a core value for Athleta.
- Biles plays a significant role in the ad, narrating while showcasing her exceptional moves.
- Biles collaborated on products and capsule collections with Athleta since joining as an ambassador in 2021.
- Allyson Felix, an earlier Athleta ambassador, criticized Nike's treatment of expectant athletes before joining Athleta in 2019.
- Athleta reinforces its "Find Your Movement" campaign, touting themselves as advocates of women's empowerment and various forms of physical activity.
- Ledecky, who signed a five-year deal with Athleta in March, features prominently in other creative material linked to the brand's Olympics campaign.
- Beyond swimmer Ledecky and gymnast Biles, the Power of She collective comprises basketball player Monique Billings, figure skater Mariah Bell, and softball player Jessica Mendoza.
- Mendoza, Billings, and Bell were among 11 brand athletes added to the collective last year.
- Athleta leverages aggressive promotion, powerful storytelling, and digital/social media to engage customers and stress themes of empowerment, resilience, and fierce individuality.
- The brand aims to advocate for inclusiveness and encourage women to bond together, embodying the Olympic's ethos.
- Beyond sportswear, Athleta extends into fashion-and-beauty, lifestyle, cooking, food-and-drink, and home-and-garden, offering essentials like baking items and beverages.
- Their lifestyle products beyond sportswear cater to families and their dynamics.
- Athleta's love-and-dating line covers quintessential romance recipes and global cuisines, reinforcing the idea of sharing meals and life experiences.
- Healthy-cooking recipes are a focal point for those seeking sustainable living and well-being.
- The brand also offers resources for personal-growth, mindfulness, learning, lifelong learning, and product-reviews to help consumers make informed decisions.
- AI-powered platforms help customers connect with recipes, food-and-drink insights, and mindfulness guides, making cooking and living healthier more accessible.
- With a focus on healthy-cooking and relationships, Athleta's recipes cater to different cultural backgrounds and preferences in global cuisines.
- Automated recipe suggestions can be tailored to dietary restrictions, providing a convenient and customized experience.
- Athleta's pet-related products range from treats to fashionable outfits for pets, promoting the bond between people and their furry friends.
- Deals-and-discounts on various products further incentivize customers to connect with Athleta's diverse offerings.
- Travel and adventure-travel enthusiasts can leverage educational resources on travel, car-maintenance, product-reviews, and electric-vehicle information offered by Athleta.
- Online-education and cultural-travel opportunities expand users' knowledge and understanding of various destinations, making travel more enriching.
- Budget-travel guides help travelers optimize their experiences, ensuring cost-effectiveness without sacrificing quality.
- The lifelong-learning aspect of Athleta encompasses a broad range of interests, from education-and-self-development to personal-growth and sports.
- The brand's dedication to sports expands beyond traditional sports like basketball, gymnastics, and football.
- Soccer, golf, tennis, racing, hockey, mixed-martial-arts, and other sports receive attention within Athleta's lineup.
- In addition to major sports, minor leagues and global tournaments receive coverage through Athleta's sports-analysis and sports-betting sections.
- European leagues such as Serie A, Laliga, and the Premier League also gain attention from Athleta's expansive sports coverage.
- The sports and travel segments of Athleta cater to consumers seeking genuine experiences, adventure, and excitement.
- From fashion to food, travel to automobiles, and personal growth to sports, Athleta offers a diverse selection of high-quality goods and services, infusing each with a message of empowerment and inclusiveness.
