# Female Athlete-Honoring Packaging CLIF BAR Replaced Its Iconic Climber Image with 6 Women Athletes By Katherine Pendrill | Published 2020-04-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/iconic-climber References: [nosh](https://www.nosh.com/food-wire/2020/clif-bar-replaces-climber-with-six-women-athletes-on-limited-edition-packaging/) & [gearjunkie](https://gearjunkie.com/women-athletes-clif-bar-wrapper) For the first time in the brand's 28-year history, CLIF BAR has replaced the iconic climber on its packaging with the image of six female athletes. For years, [CLIF BARS](https://www.trendhunter.com/trends/clif-bar-cookies-crme) have been instantly recognizable due to the image of a cartoon rock climber on the packaging. Now the brand is taking the time to honor female athletes instead, by replacing that iconic climber with six female athletes from six different sports. This includes tennis star Venus Williams, captain of the [United States national soccer team](https://www.trendhunter.com/trends/special-for-a-reason) Megan Rapinoe, and American rock climber Ashima Shirashi. The new packaging is meant to celebrate these athletes who push the boundaries of sports and inspired others. As [Clif Bar & Company](https://www.trendhunter.com/trends/trailblazers-incubator) founder and co-CEO, Gary Erickson explains, "While I’ve never been a professional athlete myself, I’m inspired by those at the pinnacle of their sport, and we hope by featuring these six women on our new packaging that we can continue to inspire athletes at all levels.” Image Credit: *CLIF BAR.* ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 17% | Activity: 20% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Female Representation in Packaging:** Replacing iconic images with female athletes on packaging is a trend that celebrates women in sports and promotes gender inclusivity. - **Honoring Female Athletes:** Highlighting the achievements of female athletes on packaging is a trend that recognizes their accomplishments and inspires others. - **Sports Diversity Advocacy:** Brands promoting diverse sports and athletes on their packaging is a trend that encourages inclusivity and breaks traditional stereotypes. ### Industries Being Reshaped - **Food and Beverage:** The food and beverage industry can adopt the trend of female representation in packaging to appeal to a diverse consumer base and promote gender equality. - **Sports Apparel:** Sports apparel brands can embrace the trend of honoring female athletes on packaging to connect with their target audience and support gender empowerment. - **Marketing and Advertising:** Marketing and advertising industries can capitalize on the trend of sports diversity advocacy by promoting inclusivity in brand messaging and campaigns. ## Related on Trend Hunter - [Athlete-Centric Beauty Campaigns](https://www.trendhunter.com/trends/athlete-centric-beauty-campaigns.md) - [Ice Cream-Inspired Snack Bars](https://www.trendhunter.com/trends/clif-bar-cookies-crme.md) - [Celebratory Female Sports Snacks](https://www.trendhunter.com/trends/cracker-jill.md) - [Athlete-Backed Stigma-Addressing Campaigns](https://www.trendhunter.com/trends/anna-leigh-waters.md) - [Athlete-Honoring Limited Beer Cans](https://www.trendhunter.com/trends/michelob-ultra-1.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Empowering Female Athlete Campaigns](https://www.trendhunter.com/trends/dove-and-sports-illustrated.md) - [Female-Centric Sport Nutrition Efforts](https://www.trendhunter.com/trends/gender-disparities-in-sports-nutrition.md) - [Athlete-Centric Bingo Campaigns](https://www.trendhunter.com/trends/share-your-bingo-moment.md)