While performance, progress, and power have often been framed through a male lens, a new campaign from Gap Inc.’s Athleta casts strong women to lead its comeback as it rebuilds after six straight quarters of sales declines.
Directed by Laura Jane Coulson, “My World. My Rules” features three women who have broken barriers in traditionally male-dominated spaces: archer Sofia Napoli, martial artist and stuntwoman Jewelianna Ramos-Ortiz, and motorsport athlete Jordan Rand.
In the ad, the athletes demonstrate their skills against a backdrop of moss-covered lava fields. Set to Sudan Archives’ “Selfish Soul,” they powerfully voice: “They say we’re not built for this, but what they mean is, it wasn’t built for us.
