Thanks to our amazing community, both long-time supporters and those who recently joined us! We were overwhelmed by the response to our "Why We Launched Authenticity" article and your continued interest in exploring real, impactful brands.

This week, we embark on a fresh journey within our authenticity series, dissecting the athletic powerhouse Athleta (#29 on the Authenticity 500 Index). We'll uncover their secret sauce: the unique connection they've built with their audience and the factors driving their relevance in today's market.

Prepare to be inspired by their innovative approach and get ready to see how you can apply these insights to your own brand journey!

In This Issue:
• Athleta’s Power of She
• Weekly Roundup
• Top Voices: Elmo Checks In

Read Time: 5 mins

| Authenticity 500

Athleta isn't just preaching authenticity; they're practicing it.

This powerhouse in athletic wear continues to solidify its brand identity with a relentless focus on genuine values that go beyond performance gear. Their recent accomplishments solidify their commitment to empowering women, championing diversity, and prioritizing sustainability, earning them loyal fans and industry respect.

Taking Action, Seeing Impact:

• Expanding their size range: In 2022, Athleta extended their already impressive size range to include XXS and 3X, ensuring a truly inclusive shopping experience for all athletes.

• Championing women in sports: Their "Power of She" campaign continues to break barriers, with a recent focus on funding female-led businesses in the outdoor industry. They aligned themselves with several top athletes, including Olympians Simone Biles and Allyson Felix, by investing in the future of women's leadership, both on and off the field.

• Leading the sustainability charge: Athleta remains committed to using recycled materials and reducing its environmental footprint. Receiving their certified B Corp, they are committed to creating positive environmental and social impact “without compromising an ounce of performance.”

• Recognition: Their efforts were recognized by Newsweek, ranking them in the top 5 on their list of America's Top Retailers and Customer Service in the past few years.

What the People Say:

Customers are taking notice of Athleta's genuine efforts.

One reviewer says, "I finally feel like I can find clothes that fit and flatter my body without sacrificing ethics or sustainability. Athleta makes me feel good inside and out!"

Another praises their community initiatives: "Their commitment to empowering women athletes is truly inspiring. It's more than just clothing; it's a movement."

Beyond the Headlines:

While these achievements are noteworthy, Athleta isn't resting on its laurels. Founder Scott Pfitzner emphasizes their continuous journey: "We're constantly striving to improve, listen to our community, and find new ways to make a positive impact." This dedication to progress ensures that Athleta's commitment to authenticity remains not just a tagline but a driving force behind everything they do.

In conclusion, Athleta's focus on action and impact sets them apart in the industry. By consistently walking the walk, they're building a brand that resonates with consumers who value more than just performance.

| Tell Us

JOIN AUTHENTICITY COMMUNITY
Join our community discussions, engage in meaningful conversations, and connect with like-minded individuals who value authenticity.

| Authenticity Roundup

This week's curated reads from web

| Check Out Past Reports

🔄 Authentic Backlash, Subaru's Values 

📖 Authentic - 2023 Word Of The Year, Converse

⛺️ REI: Not Your Typical Retailer, Art of Vulnerability

🧘‍♀️ lululemon: Valuing Well-being & Community, Brooke Shields

| Top Voices

This newsletter is an exclusive benefit to our Authenticity community.

Our weekly guide explores the meaning of Authenticity as it relates to our personal and professional lives and the brands we connect with, bringing you the latest insights, curated news, and guest authors.

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