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Athleta’s new campaign wants you to embrace #squadgoals


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Photo: Athleta

“Alone, we are strong. But united, we thrive.” Behold “The Power of She,” Athleta’s new we-are-women-hear-us-roar campaign, kicking off on Monday. The squad goal-y mantra isn’t just preaching sisterhood, though. It’s all about getting women to commit to supporting one another in reaching their goals, fitness and otherwise. (Can we get a hell yeah?) The campaign is timed with the launch of the activewear megabrand’s Athleta Girl line, which will be available online and in stores April 26.

“We are passionate about the power of women coming together,” says Athleta president Nancy Green. “As we officially enter the girls’ activewear category with the launch of Athleta Girl, we feel a responsibility to create a campaign that can teach and inspire the next generation of women and girls about the power of collaboration.”

The campaign also marks Athleta’s small screen debut. For the first time, the women’s activewear company will air television commercials that feature inspiring women and girls playing and working out together. Athleta will also unveil its four-part video series (see one below) that’s all about sisterhood and the strength of female friendships. (And we’re talking legit physical strength, too, as shown by some seriously badass surfers, runners, dancers, and yogis.)

Athleta plans to use “The Power of She” to continue supporting its longtime charity partner, Girls on the Run, which has a similar message of empowering young women—and which will get an extra $50,000 from Athleta as part of the campaign.

Reminder: Girl power is real, and BFF time can actually make you healthier. It’s science.

Want to start your own crew? Get some inspiration from LA’s new super-social running clubs, and find workout buddies using the Tinder of female friendships.