No matter how the election turns out, Athleta is offering hope for the future with a female-focused spot “Women Run It All.” The 60-second ad, which was created with Yard NYC, shows an upbeat montage of a diverse set of women in various ages and ethnicities engaged in a wide variety of pursuits, including sports, politics and even working from home with young children. Overlying text changes for each scene, from “Women run hand in hand” to “Women run the vote” to “Women run the future.”
The spot feature's Demi Lovato's "Confident" as its backing track. It is meant to be a rallying cry of unity, according to Tom Herbst, interim chief marketing officer at the Gap Inc.-owned Athleta. “Today it is more important than ever to acknowledge the huge responsibilities that women are taking on in the world ad celebrate the positive force they have in our community,” he says.
Earlier this year, Athleta announced a $2 million donation to establish the Power of She Fund, a grant program with the Women’s Sports Foundation to support women and girls. Long a bright spot in the Gap portfolio, Athleta consistently focuses on female empowerment in its marketing, a mission that appears to resonate with shoppers. For the most recent quarter ended Aug. 1, Athleta reported a 6% increase in net sales, driven by a 74% surge in online sales.