Last Updated:
11/8/20 3:50 PM
overall rating:
undertones approved
Athleta
Internal Representation & Support
65%
Public Commitment
57%
External Communication
90%
To evaluate this pillar, we take into consideration a range of factors, including but not limited to:
- Employee representation
- Diversity, equity, & inclusion (DEI)
We weigh a company’s degree of public commitment primarily on their monetary contributions to DEI matters or organizations fighting racial injustice.
Forms of monetary support we look for:
One-off donations
Recurring donations
Grant initiatives
Employee donation matching
Highlights
Athleta is a certified B Corp and has a grant program that actively helps BIPOC members of the health & fitness community. They have also collaborated with Allyson Felix, a Black track & field athlete, on a clothing line. In regards to social messaging, their #HoldTheSpace and #PowerOfShe discussions especially highlight Black women. A standout #HoldTheSpace topic was Black maternal mortality rate which genuinely sought to inform their followers.
Lowlights
Athlete does not have any Black members within their Board of Directors and Executive Leadership Team. Before June, there was far less diversity on their social feed compared to GAP, Old Navy, & BR.
We scour the company’s website and official social media channels to determine what message they are sending around racial injustice, how they are communicating it, and whether their communications are perceived as genuine or performative.
Public statement: We verify that companies have made a formal statement regarding racial injustice.
Social media: We consider how a company uses their platform(s) beyond performative allyship.
Representation: For companies that have the opportunity to showcase diversity in their feed, we consider whether they have adequate Black representation and BIPOC representation across their models.
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Deep Dive
I. Internal Representation & Support:
Board of Directors:
0% (none) Black, 11% - 15% BIPOC, 46% - 50% Women
Executive Leadership:
0% (none) Black, 6% - 10% BIPOC, > 50% Women
> 15% Black, > 40% BIPOC, > 50% Women
Workforce:
An appointed DEI senior leader and/or a dedicated DEI organization, A Black employee resource group
DEI Support:
II. Public Commitment
Athleta has pledged a donation of 0.001% - 0.009% of annual revenue towards racial injustice, specifically for Black lives. Additionally, Athleta has engaged in actions that advance racial justice and/or uplift BIPOC communities, such as partnerships with nonprofits or mission-based organizations, sponsorship of events, and matching donations to a broad range of qualifying organizations. Athleta is also an advocate for the LGBTQ+ community.
III. External Communications
Athleta has issued a public statement, both on social media and in a public memo, addressing racial injustice The public statement acknowledged that they can be doing better to combat racial inequality within their company, included specific calls to action, and explicitly stated "Black Lives Matter." Since June 2020, 31% - 40% of the brand's social media content has been centered around racial injustice with posts seeking to continue the momentum of BLM. The brand has made an effort to include ethnic diversity, specifically increasing Black representation, and has shown support of the LGBTQ+ community beyond Pride as well as inclusion of people living with disabilities or a wide range of models with varying body types on social media.
