The Ask

Create a signature event series that brings Athleta’s “Power of She” philosophy to life through movement and empowerment. Build brand equity, foster community and forge authentic connections with both customers and influencers to drive engagement, lasting brand affinity and relevance.

The Activation

Kurated Consulting transformed a private property in Los Angeles into an immersive brand experience to host 1,000 press, influencers and customers for an interactive, 2 day experience. Designed to bring Athleta to life in a meaningful way, the activation drove relevancy and traffic to the brand’s key product categories: Studio, Run and Train.

Kurated Consulting led the strategy, execution and production oversight for all aspects of the activation including:

• Event Concept

• Event production

• Influencer-hosted fitness classes

• Influencer attendees and branded content

• Live thought leadership panel

• Brand Partnerships

• Product seeding

• Custom branded product

• Charitable Partnerships

• Staffing

• On-site product customization