athleta holiday 2022

Featuring the updated Ranier tights, designed for colder training days, we collaborated with athlete Jeneil Williams. We went back to Oregon, this time to Mt. Hood, showcasing the tights in action. Jeneil was joined by Pritika Swarup for a training session and cooldown hike post run. Performance, form and function were highlighted in motion and stills. Directed and photographed by Sam Kweskin. Additional photography by Yulia Gorbachenko

Yulia Gorbachenko

Yulia Gorbachenko

In our product film, we introduced two key styles: the tight and bootcut. Each style is captured with attention to style-specific details, highlighting their unique features and how they cater to different activities.

In our initial concept, we focused on inspiration as a main theme, featuring Jeneil Williams for Athleta and the Toronto 6 hockey team for Athleta Girl. With an empowering message, we aimed to encourage female-identifying (future) athletes to believe in themselves and to support one another. Product details captured from strong angles and a dynamic edit connected to the brand’s tagline.

For the holiday campaign, we returned to our photo studio in nature, this time in a snow-covered landscape. The mood was easy and fun, sharing our styling perspective around select key items: layers, textures, colors, and accessories, it’s all about the mix. We pulled colors from the seasonal palette and hauled a set of walls to the mountain top for a graphic backdrop. Photographed by Yulia Gorbachenko.

At the height of the season, we took a playful approach: Imagine a day in the snow with friends under the crystal clear blue sky. We all know this feeling at the end of such a joyous day when returning to the hut (or car) and we want to hang on to it for as long as we can. We are exhilarated- one more snow angel, one more snowball fight, one more look at the landscape... Set in a winter-wonderland, we found our most emotional and stylish moments in anticipation of the holidays. Photographed by Yulia Gorbachenko.

With a profile on Jeneil, we high-lighted tips on mental and physical care in our social media campaign.

the team

VP CD Athleta: Theresa Canning-Zast
Creative Director: Doerte Fitschen-Rath
Producer Athleta: Connie Bang

Production: North Six
Managing Director: Jordanna Vogel
Producer: Cassidy Ellis
Manager: Lara DiFiore
Coordinator: Tate Woolley & Jimmy O'Keefe

Director & Photographer: Sam Kweskin
Talent: Jeneil Williams, Pritika Swarup
DoP: Ismail Shallis
Styling: Erin Kelley
Hair: Ward
Make Up: Georgi Sandev
Set Design: Maxim Jezek 
Edit: Ian Burdzinski

Edit Mood Film featuring Jeneil Williams & Toronto 6: Doerte Fitschen-Rath

Photographer: Yulia Gorbachenko
Talent:  Jeneil Williams, Pritika Swarup, Eniko Mihalik, Vanessa Romo, Dinara Chetyrova, Izzy Wild, Bambi Northwood-Blyth and Leslie Sidora
Styling: Erin Kelley
Hair: Ward
Make Up: Georgi Sandev
Set Design: Maxim Jezek
Lighting Director: Bradley Ennis
Photo Assistant: Melissa Robinson
Photo Assistant: Matt Borkowski
Digital Tech: Laur Loncar
Agency Photographer: R3-MGMT