Athleta and BDG have a pre-existing set of shared values that led naturally to content ideation. Across Bustle and Romper, we have a receptive, built-in audience for narratives that Athleta seeks to promote: particularly around inclusive sizing, styling tips, sustainable shopping, and building confidence in the next generation of girls. To achieve the KPI of driving traffic in-store and online, we’d leverage tactical insights from past campaigns.