Athleta is about telling this story in photos. It is the essence of strength and the absence of failure. That’s something that just doesn’t exist when you know that you’ve given your all. The desire to try when there is no money to be won, but with simply the idea of being the best.
Athleta is the words of sport. Texts that go with the pictures. Creating the atmosphere, giving a personal interpretation – a very personal interpretation. Let everyone do what they want. Read, look and reflect. Putting their own emotions in perspective as they think best.