Athleta works the diversity angle
Three cheers for Athleta, a retailer that sells fitness apparel and gear for women, for putting an Asian model on the cover of their winter catalog. These kinds of companies tend to favor fit, white blondes and brunettes in their marketing materials, as if Caucasians are the only women who enjoy sports and working out. The solo woman on the Athleta cover is unmistakably Asian, with jet-black hair and almond-shaped eyes. Dressed in a sweater and knit cap, she's standing in a snowy outdoor scene, holding ski poles in her hand, with snow shoes propped up beside her. Inside the catalog, the same woman is shown dogsledding (?), skiing, snow-shoeing and hanging out. In fact, there are more photos of this woman than any other. Good for Athleta. Patagonia and Title 9 Sports, take note.