Athleta Celebrates International Day of the Girl with new Code of Confidence
We have recently learned that Athleta Girl teamed up with non-profit Girl Leadership to launch The Code of Confidence — a resource for brands and the community to reference and reframe their dialogue with young girls both in and outside the retail setting to help build their confidence. The code will be implemented throughout all stores on October 11, in celebration of International Day of the Girl.
Too often, girls are taught their value comes from how others see them, leading to a fragile sense of confidence. Changing the conversation at a young age is critical as studies show that girl’s confidence drops by 30% in middle school.
Athleta has always been deeply rooted in inspiring a community of active and confident women and young girls, so in response to these studies, Athleta Girl carefully crafted The Code of Confidence to challenge the status quo on how the world often speaks with young girls and ensure we engage in confidence building conversations moving forward.
While other brands like Lululemon are pivoting away from a focus on the younger female consumer, Athleta continues to empower, unite and inspire girls to reach their infinite potential through initiatives like Code of Confidence, recent grant donations to the Movemeant Foundation, and ongoing partnership with Girl Leadership.
In conjunction with their “Let Failure Fuel You” campaign, this Fall, Athleta Girl partnered with the Movemeant Foundation to provide 30 Meant to Move grants to support girls from underserved communities take their game to the next level by providing resources for mental, physical and emotional coaching. The goal of the grant is to fuel the positive power that sports have on a young woman’s self-confidence and help to strengthen its presence so it can be have lasting effects throughout her life.