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Athleta Event Activations: Rule Breakers and Camp Romper

3 MINUTE READ | October 29, 2019

Athleta Event Activations: Rule Breakers and Camp Romper

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Nadia Ciccotelli

Nadia Ciccotelli has written this article. More details coming soon.

PMG and Athleta partnered with BDG Group as the official athletic sponsor of an event-packed weekend of Bustle’s Rule Breakers and Romper’s Camp Romper at Prospect Park in Brooklyn, New York on September 21st and 22nd.

Image of yoga mats at Bustle’s Rule Breakers in Prospect Park

Bustle held its second annual Rule Breakers event on September 21st, a festival focused on females who defy convention, push boundaries, and break the status quo. The festival was packed, with 14 sponsor activations and musical guests including Lizzo, to promote female empowerment and self-love in every shape and form.

Image of Bustle’s Rule Breakers’ Y7 Yoga experience

To start the festival off and to encourage attendees to own their power, Athleta held an interactive Y7 Yoga experience taught by instructor Angelica Wilson. Over 210+ guests basked in the sun, showing off their skills and flow to an inspiring ‘Women in Hip Hop’ DJ set by AMRIT. The class focused on empowerment and mental strength to truly promote Athleta’s mission of “The Power of She.”

Athleta provided everything guests needed for the class including complimentary Athleta printed yoga mats to take home and shop cards to get the newest gear. Athleta also provided the below throughout the day to festival-goers.

  • Free lockers for the first 200 participants of the yoga class

  • 1,250 offers for a free yoga class at the Athleta Flatiron store studio

  • 200 shop cards

  • Athleta gear for 12 staff members and outfitting for the yoga instructor

Overall, the second annual Rule Breakers was a HUGE success, delivering over 500MM press impressions, social reach of approximately 3.5MM, over 10k+ social posts, and raising over $30k for charity throughout the day.

To bring the Athleta Girl message to life, Athleta Girl partnered with Romper for their inaugural Camp Romper event, a day for parents to spend fun, quality time with their kids. There were eight sponsor activations throughout the day, allowing families to interact, be creative, and act like kids for the day.

Athleta Camp Romper

Images of Romper’s Camp Romper

To start the event off, Athleta Girl held a family-friendly yoga class. The class was led by Colleen Saidman Yee, a kid-friendly yoga practitioner and her yoga helpers while DJ Natasha Diggs played an empowering ‘girl power’ soundtrack to accompany the class. Over 200+ parents and children worked together to focus on simple movements and mantras, so anyone participating, big or small, could be a yogi for the day.

To help bring the yoga mindset home, all 210+ participants received free Athleta Girl swag via complimentary yoga mats, yoga bags, Athleta Girl shopper bags, and shop cards.

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Overall, Camp Romper was a wonderful event with over 750k+ press impressions, 2k+ social posts, and a social reach of over 400k for the day.

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