Athleta taps Alicia Keys for brand's latest purpose-driven partnership

·1 min read

Alicia Keys brought in her birthday with a bang, and an exciting new partnership.

The 41-year-old singer has teamed up with Athleta to bring more awareness and access to women's well-being through unique community content, impact grants and co-created product offerings.

Keys will also be joining the brand as an adviser and mentor for the company's Power of She Fund grant program that supports women and girls, businesses and organizations that are committed to making well-being accessible for communities of color.

"I think freedom is being empowered," the 15-time Grammy Award winner said during an associated campaign video as she sat alongside a group of diverse women.

"I was drawn to Athleta because we both want to encourage women to discover, accept and OWN their power," Keys said in a statement.

She continued, "We’re all about the uniqueness of women, body positivity and creating a lifestyle that showcases our immeasurable power within. It’s time to thrive -- not just to survive -- and my hope is that these offerings are another outlet for you to amplify your personal power, your possibility, and feel comfortable in your own skin.”

The first series of product offerings, scheduled for release March 8, includes a lineup of clothing that will be available in sizes XXS-3X online and in stores.

The limited-edition launch will pair Keys' style with Athleta's inclusive designs, the company said.

MORE: Athleta launches thermo-regulating clothing collection to help you sleep well

In addition to partnering with Keys, the athletic and casual wear company has also previously brought on Olympic powerhouses such as Simone Biles and Allyson Felix to bring more value to the brand and its ongoing initiatives.

Athleta taps Alicia Keys for brand's latest purpose-driven partnership originally appeared on goodmorningamerica.com

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