Old Navy has launched an advertising campaign focused on establishing greater credibility in the activewear category. With a message of “Built for Play,” the company features men, women and children running, weightlifting and boxing, as well as playing frisbee and volleyball, according to Advertising Age.
The range, focusing on running, training and yoga, includes features such as “go-dry” moisture-wicking technology. The line plays up brighter colors and phrases like “clutch” and “no guts no glory” and “fierce.” Advertising Age noted that the Gap-owned chain introduced the new active line and sub-brand positioning with a spot that broke in April.
Jill Stanton, former global apparel GM/CVP at Nike, was hired in 2012 to guide Old Navy's activewear effort. She is now Old Navy's EVP Product Old Navy.
The Old Navy spot is here.
The Advertising Age articles is here.
