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Athleta

By: Pamela Richards , Darlene Good, Aaron Nguyen, and Emily Garcia

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Mission Statement

“At Athleta, our mission is to ignite a community of active, healthy, confident women and girls who empower each other to reach their limitless potential. We believe alone we are strong, but united we thrive; bringing this to life through the Power of She campaign.” (GAP.Inc)

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What is a B- Corp?

Simply, A Global Community of Leaders with,

2,778 Companies
150 Industries
60 Countries
1 Unifying Goal

Certified B Corporations are a new kind of business that balances purpose and profit. They are legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. This is a community of leaders, driving a global movement of people using business as a force for good.

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Athleta’s impact over time

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Athleta’s direct impact to San Francisco

Athleta has partnered with yoga bear
Yoga Bear is a non profit organization that helps cancer patient through the art of yoga.
Yoga bear teaches people health and wellness to people with yoga.

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The Faces Behind Athleta

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Industry: Women’s Athletic Apparel

Athleta specializes in women’s sporting apparel with a direct focus on clothing items that are made to be worn while working out and working up a sweat

Competitors include:

Nike
Adidas
Lululemon
Under Armour

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What products does Athleta provide?

Designs women’s athletic apparel for athletic women and girls to be able move freely in.
Offers work apparel for women.
Swimsuits, dresses, shoes, and accessories

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Athleta’s impact on the youth

Athleta uses their status as a B-Corp to influence future generations of how to improve today’s world for a better tomorrow
Example: Athleta’s International Celebration Day of the Girl

A youth-led movement making sure girls around the world have a voice to influence social change and youth rights
Moms at Athleta share how they inspire their daughters to be confident, brave, kind, active and so much more!

Testimony from Monica Thompson, Product Sample Coordinator Lead

“As a mother, I inspire my daughters to be healthy and confident by leading by example. Exercise and eating right are part of my routine which in turn is part of their leading to a healthy mind and body. I encourage my daughters to be brave by breaking down what is intimating her into smaller less intimidating pieces; and reminding her that with each obstacle she overcomes, the more confidence she will have to take on life. I guide my girls to dream crazy big by supporting their passions in sports and singing and reminding them they don’t have to be the best, but they have to be determined and follow through on what they start.”

-Monica Thompson, Athleta Product Sample Coordinator Lead

The organizers of Day of the Girl say, “October 11 is not just a day; it’s a movement. A worldwide revolution. We want ourselves, and girls everywhere, to be seen as equals, in the eyes of others and in our own eyes.” Here’s to the women and girls around the world encouraging each other to reach their full potential.

http://www.athleta.net/2017/10/10/athleta-celebrate-day-of-the-girl/

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What Separates Athleta from its competitors?

We look beyond the hanger

We are always looking to solve problems that only become present when you’re in motion

We get a second opinion

Every piece we design is tested by some of the best athletes in the world to better understand what needs have to be met and how to execute these demands

We celebrate our bodies

Designs are made to accentuate the beauty of all body types

We expect innovation

Where there is a demand, Athleta is willing to supply. Through new technological breakthroughs and advancements in fabrics, Athleta creates a solution for every problem using their innovative techniques

We raise every voice

We encourage our women to take on leadership roles and provide them with the extra help they need to accomplish their goals

Lululemon focuses on Yoga-wear while Athleta produces for cycling and running

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Athleta’s Business Model

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Athleta’s pricing

Differentiate themselves amongst competitors by...

charging affordable prices for quality products
Targeting women
Encouraging family involvement
Encouraging self-love
Preaching Women empowerment

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Athleta’s B-impact report

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Athleta Scores: Governance

Teams articulate goals and achievements on sustainability metrics
CEO should be mission driven, include mission-related responsibilities in their job description.
Employees/community leaders/customers have are stakeholders in the company

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Athleta Scores: Workers

Empowering and educating women through the P.A.C.E program (Personal Advancement and Career Enrichment) and Fair Trade U.S.A.
Diversity amongst management,

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Athleta Scores : Community

2017 supported nearly 10,000 hours of employee volunteering in the community.
Athleta offers thousands of fitness and wellness events each year to the community.
Diverse Board of Directors and management

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Athleta Scores : Environment

40% of Athleta apparel is made of recycled and sustainable materials.
Uses recycled nylon, polyester, and regenerated materials.
2018 introduced a Washwell techniques to their denim line to use 20% less water.
Testing new dye techniques.

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Trayce Sprouse:

Athleta Customer Experience Lead

(November 2012- October 2015)

Athleta Ambassador

(May 2017- April 2018)

Was Athleta pressured to become a B-Corp or was that always the intention?

No discussion about becoming B-corp but have “always been on top of using recycled components in some of their products.
They were very community oriented: hosting complimentary classes in the store by many women owned companies (barre3, body vox, ellove’technique, etc.)
Volunteered in community: Dress for Success and other charities supporting women

“Athleta is a certified B Corp simply put they put people and planet right up there with profit and are committed to using business as a force for good. “

(1) Was Athleta pressured to become a B-Corp or was that always the intention?

When it came to discussions about becoming a B corporation. They were always on top of using recycled components in some of their products, however. They became a B corp when Trayce was an Ambassador for them last year. According to Trayce Athleta’s intent was to become a B Corp or if they naturally evolved towards that status was questionable. When she worked there and acted as an ambassador, they were very community oriented, hosting complimentary classes in the store by many women owned companies (i.e.. barre3, Body Vox, Ellove'Technique etc.). They also volunteered in the community working at Dress for Success and other charities supporting women.

(2) Did Athleta believe there could be a disadvantage when deciding if they should be a B-corporation?

When it came to a belief that becoming a B-corporation can be a disadvantage, looking at their current focus/concern on Climate Change, Empowering Woman and Preserving the Planet, Athleta is a corporate leader steering the way towards a brighter future.

(3) Based off your experience with Athleta do you feel like this transition was a necessary move to make?

TRAYCE SPEAKING:

When asked if Athleta becoming a B-Corp was a necessary move to make, Trayce responses with “I think the transition to B Corp status was essential for Athleta. They were already heading in that direction by:

Supporting women:

Volunteering in the community
Supporting complimentary women owned businesses in the community
Accepting of all body types (their models are strong and powerful and body positive)
Accepting of all ages in their advertising and employment
Empowering women and girls with the Power of She

Materials

Using sustainable products in many of their garments (recycled polyester and nylon)
Creating garments with UPF protection”

Athleta was one of the first, if not the first Ath-leisure wear company to incorporate odor-controlling technology (Unstinkable) in many of their athletic tops using natural silver salts. Also, many of their garments have UPF for sun blocking protection. Athleta has always prided themselves on using sustainable products, even before obtaining their B corp status.

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