Athena-certified laptops in particular will be the first to ship with this identifier to differentiate it from standard Ultrabooks. Intel will be pushing for a new category of Ultrabooks sporting 10th gen Core CPUs, Thunderbolt 3, Wi-Fi 6, and very long battery life as the bare minimum.
https://www.notebookcheck.net/This-will-be-the-new-10th-gen-Intel-Core-sticker-on-the-next-generation-of-Ultrabooks.429114.0.html