Alicia Keys Lends Voice to Athleta With New Partnership, Product Line Promoting Women’s Well-Being

Stephen Garner
·3 min read
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Alicia Keys is lending her powerful voice to a strong cause.

The 15-time Grammy Award winner has joined forces with Athleta to further their mutual commitment to women’s well-being.

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As such, Keys has signed on to Athleta’s “Power of She Fund” grant program as a mentor and advisor. According to Athleta, Keys will also work with the brand to connect with women through “meaningful community conversations” in AthletaWell, the retailer’s digital community that supports women’s well-being.

And, on International Women’s Day, which is March 8, the duo will release the Athleta x Alicia Keys collection. Athleta, a division of Gap Inc., said the collection will have exclusive products co-created and co-designed by Keys, who worked alongside the brand’s all-female design team. Among the items, which will be available in sizes XXS-3X on athleta.com and at all Athleta retail locations, will be Keys’ favorite piece — a pink jumpsuit. More details of the collection will be released closer to the launch, according to Athleta.

“Alicia has made a powerful commitment to well-being and we are thrilled to welcome her to Athleta’s community of empowered women,” said Mary Beth Laughton, president and CEO of Athleta. “With a values-driven partnership like this one with Alicia, we are ideally positioned to continue to meet our customer’s needs in the well-being space and support her across all aspects of her life.”

“I was drawn to Athleta because we both want to encourage women to discover, accept and own their power,” added Keys. “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.”

Keys joins a roster of powerful, like-minded partners, including Simone Biles and Allyson Felix.

Biles, a former Nike athlete and the country’s most-decorated gymnast, signed a long-term partnership with Athleta in April 2021. The deal includes a signature performance wear line designed with Athleta’s team and capsule collections for the company’s Athleta Girl sister brand.

Felix also joined team Athleta in 2019, this time after the decorated track and field star questioned Nike’s policies on paying pregnant athletes. As part of her Athleta deal, Felix will appear in the sportswear brand’s Power of She campaign, aid in the design of performance-focused training and run product and assist with initiatives to empower women and girls through sport.

The partnership with Keys is another step supporting Athleta’s strategy to generate $2 billion in net sales by 2023. In the fiscal year ended Jan. 30, 2021, Athleta generated $1.41 billion in sales.

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