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In this special episode of the Marketing Vanguard podcast, host Jenny Rooney speaks with Ilona Aman, CMO of Athleta, about her leadership journey and vision.
Aman shares insights from her background at Nike and Adidas, where she worked with icons like Beyoncé and Pharrell Williams. She discusses her commitment to empowering women and girls through Athleta’s mission. She emphasizes the brand’s focus on authenticity, service, and partnerships that enhance its message of empowerment.
She also covers how Athleta differentiates itself within the Gap Inc. portfolio by targeting a unique audience, fostering collaboration, and staying consumer-centric in a competitive landscape.
“Girls are the future. The more we invest in girls today, and [the more] we look at how movement reinforces their confidence in whatever they do—in sport, out of sport—they become better human beings. They become the full spectrum of themselves,” Aman says on the podcast.
A dynamic global brand marketing leader with over 21 years of experience across lifestyle, entertainment, sports, and consumer marketing, Aman is the current CMO of Athleta, driving brand marketing strategy, overseeing brand marketing, social media, PR, partnerships, events, and CRM. Previously, she led groundbreaking brand initiatives at Adidas and developed membership-driven strategies at Fabletics alongside Khloe Kardashian and Kevin Hart.
Known for her authentic, high-energy leadership, she’s passionate about building and inspiring diverse teams, delivering impactful, consumer-centered marketing, and driving brand growth through innovation and strategic storytelling.
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Key takeaways:
07:51 Creating a Movement: Athleta’s Approach to Force Multiplication — Aman explains Athleta’s “force multiplication” strategy, emphasizing collaboration with individuals like Simone Biles and Katie Ledecky and brands that share similar values. This approach creates powerful partnerships across media, hospitality, and experiences, aiming to reach shared audiences more authentically and comprehensively. Rather than a fleeting moment, Athleta envisions a lasting movement grounded in decades of commitment to empowering women and amplifying shared goals within an integrated ecosystem.
11:30 Staying Competitive: Athleta’s Playbook for Marketing Innovation — Aman likens Athleta’s brand strategy to a sports team, where each Gap Inc. brand has a unique position that harmonizes in shared spaces without competition. She embraces the challenge of a dynamic, diverse market where small brands, digital influencers, and fashion brands now compete alongside traditional players. Aman finds excitement in this evolving landscape, focusing on constant innovation and creative problem-solving. This approach keeps Athleta adaptable, ensuring it serves consumers uniquely and effectively in a rapidly shifting industry.
