Color Drop: Valley
Launched a bold, neon-inspired color drop for Athleta’s “Valley Green” collection—bringing fresh energy to performance apparel through vibrant visuals and full-channel creative execution.
Client
Athleta
Industry
Apparel
Service
Graphic Design
Digital Media
Duration
2 Weeks
OverView
To kick off the new year, Athleta introduced a limited-edition drop featuring Valley Green—a high-impact lime green shade symbolizing renewal, energy, and intention-setting. Designed as a 50/50 blend of Studio, Train, and Lifestyle pieces, the collection aimed to inspire versatility and motivate the customer to refresh her routine. The campaign needed to drive excitement around the exclusive color drop while supporting performance storytelling and inclusive brand values.
The Challenge
Introduce a single-color story in a saturated market while maintaining brand cohesion and customer engagement. The creative had to elevate Valley Green as more than just a seasonal shade—positioning it as a symbol of movement, reset, and motivation. Assets also needed to reflect versatility, inclusivity, and energy across all marketing channels.
The Solution
Developed a vibrant visual identity anchored by the Valley Green color and its associations with energy and optimism. Art directed imagery that balanced dynamic studio settings with lifestyle scenarios, capturing the color’s flexibility across performance and daily wear. Featured diverse casting to reflect the brand’s inclusive values and ensure broad relatability. Rolled out assets across e-commerce, organic and paid social, in-store, and email, using concise messaging like “Get it before it’s gone” to build urgency.
The Result
The Valley Green drop delivered strong visibility across channels and set an energetic tone for the year. The bold color direction, paired with elevated styling and dynamic photography, helped reinforce Athleta’s brand positioning while supporting key business goals like increasing purchase frequency and units per transaction (UPT).
