Athleta Knows Movement Is More Than Exercise
It’s a community.
There’s strength in numbers, and Athleta knows that better than anyone.
For some, fitness is a solo act, but for the Bay Area-based brand, it’s all about moving in sync. Whether as a collective or better yet, as a community, Athleta acknowledges the power of shared strength and spotlighted this for International Women’s Day.
Ahead of International Women’s Day on March 7, the premium activewear brand gathered more than 250 women at sunrise for a cold plunge at San Francisco’s Ocean Beach. Opting out of a traditional campaign to celebrate the annual global event, Athleta organized this day dedicated to cultivating strong connections among women, with wellness at the center.
The Bay Area community gathered to reset and recharge their minds, bodies and spirits with a cold ocean plunge, in partnership with local, female-founded Ocean Beach Plunge Club. A guided walk kicked off the day of movement and mindfulness, where women were encouraged to show up as their true selves, no performance needed. For brands like Athleta, leaning into these formats inspires conversation about strength in all its forms—not just athletic achievement but connection, courage and confidence.
Sarah Davis
Sarah Davis
“What makes this moment so special is the spirit of women showing up for one another — encouraging each other to take on something a little uncomfortable and challenging, together,” said Erika Everett, CMO of Athleta.
The early-morning event – that sold out in 90 minutes and had a waitlist of more than 400 people – falls right in line with Athleta’s female-first mission to cultivate a world where women feel seen, supported, and strong in every sense—physically, emotionally, and mentally.
While the cold plunge was the main attraction, it was much more than that. For every woman that participated, Athleta donated $250 to Girls On the Run Bay Area –reaching its contribution goal of $50,000 to support the organization’s work of empowering young girls through movement.
For Athleta, the ripples will continue well beyond International Women’s Day. The brand has long championed movement as a means of connection, confidence, and empowerment for women; the morning represents a renewed embrace of the values that shaped the brand from the start.
Athleta’s International Women’s Day event serves as a poignant reminder that when women rise together, the ripple effect never ends.
