As the newest brand in Gap Inc.’s franchise portfolio, Athleta offered an opportunity to establish its creative approach and partner guidance. Its Costa Rica launch marked the brand’s first expansion outside North America, extending the Power of She platform into a new market while preserving Athleta’s combination of performance, community, and purpose.

I partnered with Athleta’s brand team and franchise colleagues to launch across events, OOH, print and digital advertising, social media, e-commerce, and in-store execution. This included a community-focused yoga event, influencer support, launch materials, and guidance for seasonal and holiday communications—creating a cohesive introduction while giving the partner a foundation for maintaining the brand beyond opening.