You May Also Like

Celebrate Madonna's birthday with these 4 tips

Like a wellness maven: 4 ways Madonna keeps her health shiny and new at every age

There’s a life-lengthening reason *not* to talk to your parents like they’re children

There’s a life-lengthening reason *not* to talk to your parents like they’re children

Pulling leggings on after lotion sucked until I started using this surfer trick

Pulling leggings on after lotion sucked until I started using this surfer trick

Well+Good - What #CareerGoals Means in 2018

What #CareerGoals Means in 2018

5 picks from the Sarah Jessica Parker book club

Can’t help but wonder what’s on Sarah Jessica Parker’s summer reading list? Check it out here

New Balance Ali Finney

This is the one thing you need to spice up your summer-outfit formula

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?

Loading More Posts...

You May Also Like

Aretha Franklin's musical healing

So many musical icons have died recently—but Aretha’s the one I can’t stop crying about

Well+Good - What #CareerGoals Means in 2018

What #CareerGoals Means in 2018

Channel your '80s fashion dreams with the return of the leisure suit

Do we have Mercury retrograde to thank for the return of the leisure suit?

5 picks from the Sarah Jessica Parker book club

Can’t help but wonder what’s on Sarah Jessica Parker’s summer reading list? Check it out here

New Balance Ali Finney

This is the one thing you need to spice up your summer-outfit formula

personality tests

I tried 3 different psycho-spiritual personality tests—here’s what I learned