The activewear landscape is a highly saturated competitive environment. In order to elevate the launch of a newly created yoga line for Athleta, we needed to craft a unique and impactful brand story that dived deeper than technical attributes and pretty photography of women in soft lighting.
We did so by speaking to the heart through acknowledgment of the daily storms we weather with a campaign that focused on the structure of community, support and validation every woman needs in order to thrive.
Athleta.com eCommerce Redesign
Product Photography
