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IDEA: Many female-focused brands plead with busy women to take it easy. Not Athleta. The maker of fitness and lifestyle apparel targets women who always want more, out of sports and life. This mirrors the products, which claim to offer more themselves. Designed by women for women, the clothing is both high-performance and stylish, whereas most athletic wear is either/or. For its first major brand campaign, the company (which was bought by Gap Inc. in 2009) wanted to celebrate women who are always reaching—saluting its existing customers while enticing new ones with a similar mind-set.