This case examines a small, high-growth women’s athletic apparel company’s activities to advance diversity and impact the apparel industry, while ensuring its internal organization and operations were aligned with its political and social stances. Founded as a “for women by women’’ company, Oiselle (pronounced wa-zell) had a brand mission focused on women’s empowerment.
In the athletic retail industry, critics have found misalignment between companies’ external branding and internal leadership. For example, Nike and Adidas marketing campaigns have championed female athletes and called for increased representation of women in sports, yet their own executive teams and board members were primarily men. The case presents background information on Oiselle, its brand strategy and business model.
Instructors can find learning objectives in the teaching note that accompanies this case.