case study: athleta grand opening

Public Relations



Athleta, the wildly popular performance apparel and gear retailer for active women, hired S&A Communications to manage the grand opening party for its Durham, N.C., store.


Using a combination of print advertising, digital advertising, e-mail marketing and direct mail, we created a well-rounded marketing campaign that ventured beyond a simple save-the-date and invitation. Our goal was to make this a can’t-miss event for Athleta’s target of athletic, active women within a 40-mile radius of the store.

S&A Communications managed catering for the event to reflect the fitness and health-focused lifestyle of our guests, but still have a taste of indulgence to mark the event as a party. We also selected and managed the event entertainers… two acro-yoga performers, a hoop performer and a yoga performer, to reflect the fitness-oriented clientele and performance-oriented nature of the event.


Athleta has high expectations, and we are proud to say that we exceeded them. The Grand Opening drew more than 700 attendees and was considered a wild success by Athleta.

When all was said and done, this memorable event marked the highest grossing Athleta store opening to-date, which benefitted Girls on the Run, Athleta’s charity partner.