Athleta, a famous brand which is actually concerned about the active wear of women and encourages women of all shapes and age to become more active and reach their full potential. The company makes active wear exclusively for women and attempts their best to create clothing that actually fits the wearer and is comfortable during outdoor activities. Scott Kerslake, founder of Athleta, envisioned to make active wear comfortable for women, which was a great initiative to empower women but it was ridiculed in the late 90's when the founder was struggling to finance his business. Being a sports person himself, Kerslake understood and addressed the uncomfortable experience women had during playing any sport. He, then, got the idea to make an active wear company which made active wear exclusively for women, according to their needs. However, almost two decades back, empowerment of women was seen as a ridiculous and a topic of jest, but Kerslake was one of the few people who were bold and sensible enough to understand the needs and requirements of active women. He established the brand to promote the message that women should not wear men's clothes, rather wear clothes that are made according to their body type. Previously, the companies had the idea to ‘shrink it and pink it' to make active wear for women. The manufacturers did not address the issue of uncomfortable-ness women had to go through in active wear which was not made according to their body shape. Women felt restrained in such clothing, which were also unflattering and awkward on them. Athleta was found with the intention to make active wear exclusively for women, according to their shape and size, to make sports comfortable for them. The promise of comfort is evident in their products. The message of encouraging women to achieve their goals with their full potential is accentuated by the brand. For a brief period the company suffered revenue losses and stagnated until it was bought by Gap Inc. and since then Athleta started growing again. Presently,  the company has its headquarters in Petaluma, California and is owned by the Gap Inc. with Nancy Green as its CEO and Andrea Mallard as CMO. The CEO of the company says " we inspire her to keep living this full, healthy, active, rich life no matter what their body type is, no matter her age." Ms. Green also started the campaign: " The Power of She" to enhance and accentuate the true essence of Athleta. The company has been true to its promise of providing comfort to women while they stay active, by providing wide range of sweaters, leggings, swimwear, sports bra, accessories like sports watch, sunglasses, socks and many more. Athleta is now creating more designs than ever, and has recently introduced denims in their line, which is far from active wear but may help the company to gain more market. The company is gradually moving from being an exclusively active wear for women to more lifestyle products such as dresses, footwear and other accessories.