ATHLETA EXPANDS FOOTPRINT IN OLYMPICS LANDSCAPE INVESTING IN WOMEN ATHLETES, WHILE BUILDING COMMUNITY
ATHLETA’S "POWER OF SHE": EMPOWERING WOMEN ATHLETES AT THE PARIS OLYMPICS
As the Paris 2024 Olympics approach, Athleta is leading the charge in the movement for gender equity in sports. The brand’s “Power of She” platform is a bold initiative dedicated to uplifting female athletes and encouraging participation among women and girls in sports. In collaboration with Shelley Zalis’ The Female Quotient, Athleta hosted an inspiring events including a day-long summit featuring influential power panels with Olympic athletes and executives.
Athleta's commitment to women in sports is underscored by its first national TV ad featuring gymnastics superstar Simone Biles, amplifying the message of empowerment. Furthermore, Athleta organized several community events in Paris's Marais district to celebrate women's progress in sports.
The Paris Olympics is notable for achieving gender parity, marking a significant milestone for women athletes. "The biggest observation we’ve seen is that everyone has joined the conversation, but we’ve been in it for decades," said Athleta’s CMO Ilona Aman. "It speaks volumes to the importance of investing in women's sports and providing platforms for their authentic stories."
Erika Keswin, author of “Bring Your Human to Work,” led a panel discussion titled “ELEVATING FEMALE VOICES: Transforming Sports Partnerships,” featuring prominent leaders like Liz Gray from CAA, who noted, "What is exciting is the breakdown of traditional business models to allow this to happen, especially with brand support."
When discussing partnerships, Chase Sapphire emphasized their focus on financial education and literacy for female athletes. “We look for opportunities to partner with women and bring their incredible skills into financial conversations,” said Kristin Faucher, Head of Brand and Advertising at JP Morgan Chase & CO. Notably, they previously collaborated with Serena Williams to highlight the duality of motherhood and athletics.
CAA's Liz Gray Global Co-Head of CAA Brand Consulting showcased how partnerships authentically embed into companies’ overall marketing strategies, citing Adobe's collaboration with NWSL players to explore creativity on and off the field, stating, "These partnerships are now tied into their overall marketing strategy; it’s no longer just an impact play for a brand."
Disney's recent investment in Angel City exemplifies the commitment to women’s sports. Jill Estorino, International President and Managing Director at Disney Parks, shared, “It’s been a long road for us, and we’re happy to say we are first to market out there and committed to women as well.” She emphasized, “For us, sports is just another form of storytelling,” reinforcing Disney's longstanding commitment to elevating women's sports narratives. Estorino also noted the importance of ESPN's investment in women's sports: “We made a commitment to start ESPN W+ for women ten years ago when not many women were at the party. We are in the sports business and in the business of women in sports.”
The conversation extended to measuring success and ROI for these partnerships. Nancy Atufunwa from Octagon stressed the importance of shared values in these ventures, stating, "We want to understand the whole person as an athlete and look at the sentiment of activations."
As younger generations, especially Gen Z, enter the workforce demanding purpose-driven brands, Aman emphasized the importance of authentic dialogue: "It's about opening the dialogue and having candid conversations.” This authenticity fosters a community that eagerly aligns with the brand’s mission.
Additionally, the discussion turned to the financial challenges athletes face. Atufunwa expressed the need for brands to support athletes not just in competition but also in life after sports. "It’s about ensuring brands financially support athletes so they can focus on their dreams,” she noted, advocating for education and transitional programs that prepare athletes for careers post-retirement.
Athleta's efforts through the “Power of She” platform is more than just branding—it represents a critical shift toward gender equity in sports, providing women athletes with the resources, recognition, and support they deserve. As we approach the Paris 2024 Olympics, the impact of such initiatives promises to resonate far beyond the Games, fostering inspiration for future generations of female athletes and leaving a legacy behind