This holiday season, while most of the fashion world zigs toward glamour and high-octane festivity, Athleta is making a sharp, deliberate zag.
The performance and lifestyle brand has launched "Celebrate the Wins," a new holiday campaign fronted by actress and advocate Olivia Munn. The move is a savvy departure from the typical holiday narrative. Instead of focusing on the party, Athleta is focusing on the pause—the quiet moments that keep you grounded during a season of joyful chaos.
The campaign’s message is simple: "showing up for yourself is the win."
It’s a message that redefines aspiration for the holidays. Athleta is betting that its customer is less concerned with "doing it all" and more focused on finding balance and intention.
The choice of Olivia Munn is key. As a mother and advocate, she brings a grounded authenticity to the campaign’s theme. "I've found a lot of balance since becoming a mom, so I try to find quiet moments throughout the day," Munn shared, citing baking with her son or a 10-minute meditation as her "small wins."
The brand notes that 44% of women report higher-than-normal stress during the holidays. Athleta is directly addressing this reality, not by ignoring it, but by offering a gentle, actionable alternative.
"‘Celebrate The Wins’ is our way of reminding women that success doesn't have to mean doing it all—it can simply mean showing up for yourself," said Erika Everett, Athleta’s CMO.
By validating the need for a quiet walk or a moment of movement, Athleta is aligning its apparel with the real life of its customer, not just the highlight reel. It’s a confident play that positions ease, comfort, and self-empowerment as the season’s new luxuries.
