Athleta’s captivating ad campaign for the Paris Olympic Games sparks brand momentum

Ahead of the 2024 Paris Olympic Games, Athleta set the stage with its first national TV spot: “Power of She.” The ad features Olympian (and Athleta athlete) Simone Biles and the motivational mantra “just because she can.” The campaign emphasizes Athleta’s mission of empowering women across the globe.

Running from June 15 through to the end of the Olympics, “Power of She” served as a testament to the physical and mental strength that exists within each of us. The campaign caught viewers’ attention and positively impacted Athleta’s brand equity.

Building Brand Culture

Athleta has been selling women’s clothing since 1998, but the brand’s purpose extends beyond creating high-quality athleisure wear. Since 2019, 13 professional female athletes have joined forces with Athleta to share their stories, empower women, and create the “Power of She” collective. 

Allyson Felix, Simone Biles, and most recently, Katie Ledecky, are among the decorated athletes that make up “Power of She.” This collective celebrates and connects women, and partners with the Women’s Sports Foundation.

By promoting “Power of She” during the Olympics, Athleta showcased its brand values on a national stage: “Athleta’s work during and around the games is meant to strengthen its connection with women consumers and boost the brand’s overall relevance in culture,” – Ilona Aman, Athleta’s Chief Marketing Officer 

Athleta’s brand equity relevance was, in fact, positively impacted by the spot. According to data from QuestBrand by the Harris Poll, Athleta’s brand momentum saw a significant increase (+3.7) among US adults from pre-to-post campaign.

Change in Athleta’s Brand Equity Pre vs Post Campaign

QuestBrand. Base: US adults. Pre: 5/1/24-7/25/24, n=1,996. Post: 7/26/24-8/11/24, n=440.

Athleta Sets the Stage

In the ad, music repeating “Because she can” plays while Biles moves through her practice routine. This music is a nod to the gymnast’s popular mantra: “Because I can.” She famously said this to reporters when asked why she performs such difficult routines.

“It’s incredibly inspirational for people who watch it that know gymnastics or don’t know gymnastics and come out of that being thinking to themselves like, ‘Wow, I can do this.’ I can, whatever that I ‘can’ is for them,” Aman said in a release.

The campaign’s memorable message stuck with viewers. Following the spot’s Olympic airing, Athleta’s advertising recall significantly increased (+2.7) among US adults. Advertising recall measures whether consumers remember seeing advertising from a particular brand within the past 30 days.

The campaign also shifted how US adults describe the Athleta brand. After the campaign, US adults significantly more often described Athleta as “bold” (+4.7), “young” (+3.1), and “traditional” (+2.6). 

Change in How US Adults Describe Athleta Pre vs. Post Campaign

QuestBrand. Base: US adults. Pre: 5/1/24-7/25/24, n=1,996. Post: 7/26/24-8/11/24, n=440.

Athleta’s “Power of She” campaign took the brand to new heights, all while giving female athletes a platform to showcase their strength beyond their sport.

As more athletes sign with Athleta, it will be interesting to see how “Power of She” fuels the brand’s future and continues to empower women to achieve whatever they put their minds to — because they can.