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Athleta ad spotlights booty, not camel toe


Athleta Kickbooty PantsThe fight for yoga pant dominance continues with Athleta taking a swipe at Lululemon’s much buzzed-about camel toe campaign.

Athleta’s latest promotion for its Kickbooty yoga pants looks an awful lot like Lululemon’s anti-camel toe ad, down to the pose and the model.

One difference, besides subbing a yoga studio for a sunset setting, is that Athleta, which is owned by the Gap, has put the spotlight back on the booty.

It pretty clear to me why: Everyone knows that yoga pants, in addition to performing their basic athletic function (which should include not riding up while you’re working out), should also make your butt look great—if not much better than usual. Call it the Spanx effect.

Lululemon Camel Toe ad
Lululemon Camel Toe ad

So while Lululemon is focused on the gusset and the groin, Athleta is bringing it back to the booty. It’s a move that makes me wonder if a Coke vs. Pepsi–like war within the wellness world is brewing between the two brands.

And it also begs the question: Is it my booty that Athleta’s pants aim to kick or Lululemon’s?