Athleta Mission and Vision Statement Analysis

Athleta is a women’s activewear brand that offers a wide range of clothing and accessories for fitness, yoga, running, and other active pursuits. Founded in 1998, Athleta is known for its high-quality and sustainable products, as well as its commitment to empowering women through sport and fitness. The brand is owned by Gap Inc. and has both brick-and-mortar stores and an online presence.

Athleta Mission Statement 

Athleta’s mission statement is: “to ignite a community of active, healthy, confident women and girls who empower each other to reach their limitless potential.”

Athleta’s mission statement is focused on empowering women and girls to be active, healthy, and confident. The statement implies that by coming together as a community, these women and girls can inspire and support each other in achieving their goals and reaching their full potential.

The phrase “ignite a community” suggests that Athleta seeks to create a spark or energy that will bring women together and motivate them to pursue active and healthy lifestyles. By doing so, the brand hopes to foster a sense of belonging and connection among its customers.

The phrase “limitless potential” indicates that Athleta believes in the power of women and girls to achieve great things, both physically and mentally. The brand sees fitness and exercise as a means of unlocking this potential, and it seeks to provide the clothing and accessories that will help women feel confident and capable as they pursue their goals.

Overall, Athleta’s mission statement reflects a commitment to promoting women’s empowerment, health, and wellness through a supportive and inclusive community.

Athleta Vision Statement 

According to their website, Athleta’s vision statement is: “We set ambitious goals to challenge ourselves—and others—to work differently. We are a brand designed by women, for women creating beautiful, technical, and sustainable clothing.”

Athleta’s vision statement expresses the brand’s commitment to setting ambitious goals and challenging the status quo in the world of women’s activewear. The phrase “work differently” suggests that Athleta is not content with simply following trends or sticking to traditional approaches. Instead, the brand seeks to innovate and push boundaries in order to create products that are both beautiful and functional.

The statement also highlights the fact that Athleta is a brand designed by women for women. This speaks to the brand’s focus on meeting the specific needs and preferences of its female customers rather than simply offering a one-size-fits-all approach.

Finally, the reference to “sustainable clothing” reflects Athleta’s commitment to environmental responsibility and reducing its impact on the planet. This is an important aspect of the brand’s identity and mission, as it seeks to promote both personal wellness and the health of the planet.

All in all, Athleta’s vision statement is a statement of purpose that speaks to the brand’s desire to push boundaries, prioritize its customers’ needs, and contribute to a more sustainable future.

Athleta Core Values

Athleta’s core values are: “Inspiration. Motivation. Connection.” These represent the brand’s guiding principles and reflect its commitment to empowering women and fostering a sense of community.

  • Inspiration

This suggests that Athleta seeks to inspire its customers to pursue their goals and live healthy, active lifestyles. This may take the form of showcasing real women who have accomplished great things, highlighting the latest fitness trends, or promoting innovative new products that help customers achieve their fitness goals.

  • Motivation

This implies that Athleta sees itself as a source of motivation and encouragement for its customers. Whether through its products, its social media presence, or its in-store events, Athleta seeks to motivate women to push themselves and achieve their full potential.

  • Connection

This speaks to Athleta’s belief that women can achieve more together than they can alone. By fostering a sense of community among its customers, Athleta seeks to provide a supportive environment where women can connect with each other, share their experiences, and inspire one another to reach their goals.

Athleta’s core values of “Inspiration. Motivation. Connection.” reflect the brand’s commitment to empowering women and promoting healthy, active lifestyles. By inspiring and motivating its customers and fostering a sense of connection among them, Athleta seeks to create a community of women who support and encourage one another in their fitness journeys.

Athleta Mission Statement History

Here is a brief history of Athleta’s mission statement, grouped by year from newest to oldest:

  • 2021 – Present

“To ignite a community of active, healthy, confident women and girls who empower each other to reach their limitless potential.”

Athleta’s current mission statement, which was introduced in 2021, reflects the brand’s ongoing commitment to empowering women and promoting healthy, active lifestyles. The statement emphasizes the importance of community and connection, suggesting that Athleta sees itself as more than just a clothing brand but rather as a platform for supporting and inspiring women.

  • 2019 – 2020 

“Power of She”

In 2019, Athleta introduced the “Power of She” campaign, which emphasized the brand’s commitment to female empowerment and inclusivity. While not a traditional mission statement per se, the “Power of She” campaign effectively captured Athleta’s ethos, emphasizing the importance of coming together as a community and supporting one another.

  • 2015 – 2018 

“Creating a Community of Active Women and Girls”

From 2015 to 2018, Athleta’s mission statement focused on the idea of community, emphasizing the brand’s commitment to creating a network of active, empowered women. The statement suggested that Athleta’s goal was not just to sell clothing but to help build a movement of women who support each other in their fitness journeys.

  • Before 2015: 

No formal mission statement

Prior to 2015, Athleta did not have a formal mission statement. However, the brand was known for its commitment to sustainability and ethical practices, as well as its focus on creating high-quality, functional activewear for women.


In conclusion, Athleta is a brand that is committed to empowering women and promoting healthy, active lifestyles. Its mission statement, values, and campaigns all reflect this commitment, emphasizing the importance of community, inclusivity, and sustainability. 

Over the years, Athleta has evolved its mission statement to reflect changing times and priorities, but its core values have remained consistent. As a result, Athleta has built a loyal customer base and established itself as a leader in the women’s activewear market.

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