COVID-19 hit gyms hard. Athleta stepped in to own virtual, remote workouts, bringing thousands of women and girls together.
I collected user-generated content and edited this project.
In only 74.5 hours, a BBDO strategist's initial idea made it onto Athleta's social channels. The idea formulated on Monday 4:00PM and went live on Thursday 6:30PM during the first frightening week of COVID-19.