Athleta Lures a Focus Group Into Trying Daring New Workouts
Brand Moves Beyond Treadmill in New Campaign That Pushes Women to Do New Things
Jan 03, 2018
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.