Best Sports Online Campaign

Athleta competes against well-established, influential brands; as a sustainability and performance driven brand, Athleta leans on its mission of corporate social responsibility to stand out in a versatile and increasingly crowded marketplace. With the upcoming launch of its new SuperSonic Fabric, Athleta needed a campaign that would help the brand meaningfully connect with active, health-oriented women and reinforce its brand values and commitment to our planet, all while improving consumer perception. To do this, Athleta settled on hosting a month-long virtual race, known as “Race for the Planet.” PMG’s goal was to harness the power of community to promote the event and bolster brand awareness and favorability.

The strategy was to find a media partner that would deliver against Athleta and PMG’s specific requirements: alignment with the brand’s social purpose as well as an audience that would fit the profile of Athleta’s target consumers and enable participants to take actions that create true impact.

Contributors:

PMG

Website: www.pmg.com

Location: USA

About the Agency:

PMG is a global independent digital company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG uses strategy, creative, media, and insights to deliver against its mantra of Digital Made for Humans™. Founded in Fort Worth, Texas and with offices in Austin, Dallas, Los Angeles, New York, and London, PMG's work for brands like Apple, Beats by Dre, Sephora, Cirque du Soleil and OpenTable runs across 50+ countries globally and has received top industry recognition from Cannes Lions to Adweek Media Plan of the Year.