The Code of Confidence

Together with Girls Leadership, Athleta Girl is challenging the status quo on how the world speaks to girls—replacing “how do you look?” with “how do you feel?”

Too often, girls are taught their value comes from how others see them. This hands over their self-worth to others and tends to leave them with a fragile sense of confidence. Girls’ confidence drops by 30% in middle school—changing the conversation at a young age is critical.

By asking girls to connect to their internal experience—how they’re feeling—we’re teaching them to look inward for validation. This helps them build a resilient sense of confidence. That’s why we created the Code of Confidence, a resource for retail brands—and anyone—to reframe their communication with girls in a way that helps build their confidence.

Download the Code of Confidence


Tips to Own Your Power