Athleta Girl And Girls Leadership Launch "Code Of Confidence" To Redefine Conversations With Girls

SAN FRANCISCO, Oct. 10, 2019

Between the ages of 8 and 14, girls' confidence levels fall by 30 percent¹. In support of Athleta's mission to inspire a community of active, healthy women and girls to reach their limitless potential, the Code of Confidence seeks to change the conversation around girls' appearance, focusing on how they feel instead of how they look, empowering them to look inward for validation rather than seeking the approval of others.

"Ask her how she feels, instead of telling her she looks cute," says Head of Athleta Girl Katy Miller. "The way we talk with girls matters, and we are sharing the Code of Confidence as a resource for anyone who wants their conversations to empower girls by shifting the focus from the way they look to the way they feel. Athleta Girl wants to pave the way for a stronger, confident future generation of girls and we want others to join us."

The Code of Confidence is the evolution of Athleta Girl's Fit Room Guide, which originally provided Athleta store associates framework around how to address girls in the fitting room. In response to positive feedback to the guide, Athleta Girl partnered with Girls Leadership to update it and create a format that tackles communicating beyond the dressing room. By sharing the Code of confidence, Athleta seeks to raise awareness of this issue and provide a tool for other organizations and individuals.

"Building confidence and empowering her to make her own decisions is integral to Girls Leadership," explains Simone Marean, Co-Founder and CEO of Girls Leadership. "Girls' confidence plummets by the time they reach the age of 14, and there are a number of factors that contribute to that drop. We are proud to be working with Athleta Girl on such a critical resource that serves everyone who has, or interacts with, a girl in their life."

Select Athleta stores will also be co-hosting International Day of the Girl events with Girls Leadership to empower girls to discover their voice and own their power through confidence-building activities and workshops. "Building confidence for the next generation requires engaging adults and young people alike -- through our store events and the Code of Confidence, we are galvanizing momentum to change the way we impact girls and their self-esteem," added Miller.