Athleta x Allyson Felix Race for Change

ROW DTLA // Los Angeles, CA

Athleta presents the Allyson Felix Race for Change, a community street race to raise awareness for accessible child care and to celebrate the achievements of Olympian and mother Allyson Felix and her final professional race. 

We were tasked with creating an immersive experience to bring Athleta’s virtual community, AthletaWell to life. We curated 3 separate activations within the AthletaWell space which tapped into the 3 brand pillars of body, mind and spirit. Within the AthletaWell space, we celebrated these key pillars through a variety of curated activations. For “body”, there were live instruction 5 minute full-body stretch classes. For “mind”, a specialist applied ear seeds to help reset hormones. For “spirit” guests made bracelets with the intention of their choice on it.