The Gap Inc.’s Athleta, with partner Peterson Milla Hooks, is launching its first national campaign, which will include print, digital, in-store marketing, sponsorships and partnerships. Kantar Media reported that Athleta spent $400,000 on advertising in 2010 and $7.3 million in the first 10 months of 2011. The VP of marketing, Tess Roering, said that the 2012 ad budget was larger than last year’s. The campaign is centered on the tagline “Power to the She.”
