ATHLETA: BRANDING & EMPLOYEE VALUE PROPOSITION

Joshua ChinnBrittany

NordlundRona Cabrera

Gap Inc. 2015 Summer Interns

• Overview

• Competitive Research

• Common Threads &

What’s Missing?

• Employee Feedback

• Our Recommendations

• Question & Answer

OVERVIEW | RESEARCH | ANALYSIS | RECOMMENDATIONS

AGENDA

Founded in 1998, acquired by Gap Inc. in 2008

Performance, life in motion, versatility. New breed of life-style apparel for athletes and active women.

Connecting and building a greater athletic community across a range of ages and physiques

“Fuel Amazing”

Bringing “POWER TO THE SHE.”

OVERVIEW | RESEARCH | ANALYSIS | RECOMMENDATIONS

OVERVIEW

CHALLENGE fuels us Always REACHING for

amazing Always STRIVING to be

our best selves Live a LIFE IN MOTION Fully ENGAGED and

CONNECTED REAL Know that the JOY is in the

doing

OVERVIEW | RESEARCH | ANALYSIS | RECOMMENDATIONS

INTERNAL CULTURAL

VALUES

Competitive Research

OVERVIEW | RESEARCH | ANALYSIS | RECOMMENDATIONS

Competitive Research

OVERVIEW | RESEARCH | ANALYSIS | RECOMMENDATIONS

 Targeted Market

Slogan, trademark Founded

Company Size 

(Glassdoor)

Glassdoor Review as of 7/7/15

Glassdoor Link

Why Choose Us Link

Why Choose Us Link Pt 

2Comments on Page 401K Plan

Paid Time Off/ 

Leave of Absence

HQ On-site health and wellness clinics

Employee Merchandise Discount

Maternity Benefits (Key for milenials, potential mothers)

Key Point Benefits

Soft Benefits

Company Specific Soft 

Benefits IncentivesRoadblocks 

FieldRoadblocks 

HQ

Athleta    

Under Armour  

The North FaceLucy Activewear      

Title NineLululemon  

Patagonia  

TOMSVictoria's Secret

NikeNordstrom  

Dicks  

REI  

Our Recommendations

OVERVIEW | RESEARCH | ANALYSIS | RECOMMENDATIONS

Field Employees Work & Perk Ath-SWEAT-a Day Earn the Burn Quality Recruiting

HQ Employees Val-YOU-day Stock the

Fridge Food Trucks