Athleta Tone of Voice — Empowering & Feminine

Tagline: "Power of She"

Industry: Fashion & Apparel

Sector: Sports & Fitness

How Athleta Communicates

Athleta communicates with a empowering, feminine and active voice using empowering language. Their sentences are primarily statements in the present tense. Their messaging is figurative. Their tagline, "Power of She", captures this voice. The central tension in Athleta's communication is performance vs. style, which shapes every message they craft. Their mission is to ignite a community of active, healthy women.

Tone Words

Athleta's brand voice is defined by the following tone words: Empowering, Feminine, Active.

Communication Style

  • Language Style: Empowering
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Figurative

Athleta Brand Story

Founded in 1998 in Petaluma, California by Scott Kerslake, Athleta was acquired by Gap Inc. in 2008. The brand became a certified B Corp, championing women in sport and sponsoring athletes like Simone Biles, Allyson Felix, and Katelyn Ohashi.

Brand Message

Celebrating the power within every woman

Brand Mission

To ignite a community of active, healthy women

Brand Positioning

Core Concept: Athletic apparel celebrating female strength

Central Tension: Performance vs. Style

Frequently Asked Questions About Athleta

What is Athleta's tone of voice?

Athleta uses a empowering, feminine, active tone of voice. Their communication is empowering, typically using statement-style sentences in the present tense. Their tagline "Power of She" exemplifies this voice.

How does Athleta communicate with customers?

Founded in 1998 in Petaluma, California by Scott Kerslake, Athleta was acquired by Gap Inc. in 2008. The brand became a certified B Corp, championing women in sport and sponsoring athletes like Simone Biles, Allyson Felix, and Katelyn Ohashi.

What is Athleta's brand message?

Athleta's core message is about Celebrating the power within every woman. Their concept "Athletic apparel celebrating female strength" drives their mission: To ignite a community of active, healthy women.

What makes Athleta's brand voice unique?

Athleta stands out through their empowering, feminine, active communication style. Their central brand tension — "Performance vs. Style" — shapes every message they craft in the Sports & Fitness sector.

What language style does Athleta use?

Athleta uses empowering language with figurative messaging. Their sentences are typically statement in structure, using the present tense.