The client:
Athleta is a performance apparel brand built on the belief that movement has the power to transform women's and girls' lives. More than a clothing company, Athleta has long stood for a distinct point of view—one rooted in strength, confidence, optimism, and the Power of She.
The work:
After helping shape Athleta's original brand voice and values earlier in my career, I was brought back to help relaunch the Women's and Girls' catalog programs at a pivotal moment for the brand. The mandate wasn't simply to write copy—it was to reconnect the customer experience to the voice and emotional resonance that had helped define Athleta from the beginning.
Partnering closely with creative, merchandising, and marketing teams, I developed seasonal campaign narratives, editorial storytelling, product messaging, and merchandising copy across key categories including training, outerwear, travel, studio, and lifestyle. My role was equal parts strategist and storyteller: translating technical product innovation into emotionally compelling narratives while ensuring every page reflected Athleta's distinctive brand ethos.
The relaunch exceeded expectations, generating $635K in incremental demand against a $330K plan, delivering response rate lifts of 3–6% across key customer cohorts and achieving a $10.88 incremental ROAS. More importantly, it helped reestablish a voice that felt unmistakably Athleta—optimistic, empowering, and deeply connected to the women and girls it serves.
When Athleta needed to reignite its catalog business, they didn’t just need a copywriter. They needed someone who understood the DNA of the brand. I was brought back to help reconnect the work to the voice, values, and emotional connection that made Athleta, Athleta.