I'm obsessed with Athleta and the brand's headquarters. Aside from the brand's stylish yet comfortable approach to workwear, onsite athletic classes, the office's North Bay location alongside a heavily used running trail through Shollenberger Park, and the abundance of dogs in the office — the team is also creating innovative new fabrics and fits with the goal of empowering women and girls to be their best selves.
The latest iteration of Gap Inc.'s Craft Heroes series, published this past week, showcases the Athleta team behind Sculptek — the brand's innovative new fiber technology that gives 360-stretch and revolutionizes zone compression support for women athletes of all shapes and sizes — and how they're inspired to innovate for their customers.
With the goal of highlighting teams who are collaborating cross-functionally to create and deliver the next generation of high-quality product — experimenting and driving innovation in fabric and fit — this is the first Craft Hero video where we've not only focused on a team, but also interviewed different team members on camera and edited for one cohesive, cross-functional story.
We worked with Athleta's PR and Comms teams to ensure our messaging was aligned, and to not only use the video as a way to highlight a proof point for current employees, customers and potential new employees, but to also build this behind-the-scenes angle into the brand's marketing campaign for its new Sculptek line.
Find the full video on Athleta's Chi Blog and Gap Inc.'s aDressed blog, and see shorter video trailers, gifs and photography on both brands' social media channels.
Really proud of this one.
Here are a few behind-the-scenes photos of video producer Kelly Flanagan filming next to Athleta headquarters in Shollenberger Park in Petaluma, and in front of Gap Inc. headquarters along the Embarcadero in San Francisco.