Athleta’s Brand Activation Journey to Create a Large Format Print Environment
Athleta, the global brand committed to empowering women through performance apparel, needed a major brand activation through a large format print environment. Ahead of the 2024 ESPY Awards in Los Angeles, Athleta planned to launch its first annual ‘Power of She’ luncheon as an event to celebrate and empower women.
This full-scale brand activation needed to encapsulate its core values and brand ethos of women’s empowerment, inclusivity, strength, and community, while leaving a lasting impression on its target audience of active women. CR&A Custom was brought in to collaborate on and execute this women’s empowerment and celebration project to its full potential.
CR&A Custom is a woman-owned Los Angeles-based large format print manufacturer that is nationally known for transforming creative visions into tangible brand activations. The collaboration with Athleta was another testament to CR&A’s commitment to creativity, execution, and end-to-end excellence in large format print environments.
Conceptualization: Capturing Athleta's Spirit of Celebrating and Empowering Women
The collaboration journey began with a clear and inspiring vision from Athleta. Central to its mission was the "Power of She," a campaign that transcends mere marketing to become a powerful movement celebrating women in all their diverse forms. The Power of She encapsulates Athleta's dedication to inspiring women to reach their fullest potential, both in their physical pursuits and everyday lives.
From the initial ideation phase to the meticulous execution, CR&A Custom worked in tandem with Athleta to craft an unforgettable encounter that engaged and delighted attendees. Meticulous planning and unwavering attention to detail ensured that every aspect of the activation aligned seamlessly with Athleta's brand identity and values.
Celebrating Women: The Essence of the Power of She
The Power of She is a guiding philosophy that promotes the belief that women are stronger when they come together, embracing their individuality and supporting one another. This message is reflected in Athleta's product lines, marketing campaigns, and community initiatives, all of which aim to foster a sense of belonging and shared strength among women.
Athleta's product offerings are designed with the diverse needs of women in mind. From high-performance activewear to comfortable loungewear, the brand ensures that every woman, regardless of her body type, fitness level, or lifestyle, can find clothing that empowers her to feel confident and capable. The use of inclusive sizing and sustainable materials further reinforces Athleta's commitment to accessibility and environmental responsibility.
CR&A Custom took on the challenge, diving deep into understanding the brand's identity and target audience. Through collaborative brainstorming sessions, the CR&A team developed a comprehensive concept that blended Athleta's branding elements with immersive visual storytelling. The aim was to create a space that not only showcased Athleta's products but also invited audiences to experience the brand's empowering message.
Design & Development: Crafting the Visual Narrative for the Women’s Symposium
With the concept in place, CR&A’s design team got to work on creating the visual elements that would bring the activation to life. The team focused on bold, dynamic imagery that celebrated diversity and movement, reflecting Athleta's dedication to empowering women of all shapes, sizes, and backgrounds.
Utilizing advanced large format digital printing technology, CR&A produced high-resolution graphics that were both vibrant and durable. The choice of materials was crucial, with eco-friendly substrates that aligned with Athleta's commitment to sustainability. The design included a combination of large-scale dimensional wall graphics, floor graphics, and interactive displays, each meticulously crafted to create a cohesive and engaging experience.
Execution: Bringing the Vision of Celebrating Women to Life
The installation phase was a critical moment for the project. The skilled CR&A installation team ensured that every element was flawlessly installed, paying close attention to detail and ensuring the highest quality finish. The result was a visually stunning environment that seamlessly integrated Athleta's products with the brand's narrative.
One of the standout features was a larger-than-life dimensional wall graphic that served as the centerpiece of the activation. This experiential display, featuring powerful imagery of The Power of She and step-and-repeat logos, became a popular photo-op spot, encouraging visitors to share their experience on social media. This organic social engagement not only extended the reach of the activation but also reinforced Athleta's community-focused brand identity.
Throughout the activation, CR&A Custom employed various techniques to create a captivating environment. Vibrant colors, striking dimensional graphics, and innovative materials combined to create visually stunning displays that left a lasting impression on attendees.
The Event’s Impact: Engaging and Delighting the Target Audience of Active Women
The success of this project was evident in the reactions from visitors and the buzz it generated. The immersive environment not only highlighted Athleta's latest collections but also created a space where visitors could connect with the brand's mission. The activation was a hit, drawing in crowds and creating memorable experiences that resonated with the audience.
Beyond the visual impact, the activation successfully communicated Athleta's message of empowerment and inclusivity. The feedback was overwhelmingly positive, with attendees praising the thoughtful design and the seamless integration of branding elements.
By partnering with CR&A Custom, Athleta was able to create a truly immersive experience for its customers, transcending the boundaries of traditional retail and forging an emotional connection with its audience. This brand activation stands as a testament to CR&A Custom's exceptional craftsmanship and unwavering commitment to delivering unparalleled results for its clients.
A Testament to CR&A Custom's Expertise
CR&A Custom's mastery of large format print technologies played a pivotal role in bringing Athleta's vision to life. The activation featured immersive visuals and interactive elements that transported attendees into Athleta's world, allowing them to experience the brand's ethos firsthand.
This collaboration with Athleta is a shining example of CR&A Custom's capabilities in brand activations through large format print environments. From concept to execution, CR&A delivered a project that not only met but exceeded expectations, creating an unforgettable experience that truly brought Athleta's vision to life.
The CR&A Custom team understands the power of visual storytelling and the importance of creating immersive brand experiences. Its commitment to quality, innovation, and customer satisfaction is at the heart of everything CR&A does. This project with Athleta is just one of many that showcase our dedication to excellence and our ability to bring creative visions to life.
Whether marketing managers are seeking to create a stunning visual display or a full-scale brand activation, CR&A Custom is skilled in turning ideas into reality in a way that is larger than life.
By CR&A Custom August 20th, 2024
