SAN FRANCISCO, Jan. 25, 2022 /PRNewswire/ -- Today, Athleta
announced a new holistic partnership with 15-time GRAMMY Award
winner Alicia Keys. Together, Keys
and Athleta will drive awareness of and access to women's
well-being through co-created product offerings, impact grants and
unique community content. Keys joins Athleta's Power of She Fund
grant program as a mentor and advisor, and will also work with the
brand to connect meaningfully with women through community
conversations in AthletaWell, Athleta's digital community that
supports women's well-being.
Always an advocate for women's empowerment, Keys has spent her
expansive career cultivating a deeper connection with herself as a
path to finding her true power. Today, on her birthday, Keys
celebrates the momentous day with the announcement of this new
partnership, which amplifies her ongoing commitment to health,
wellness and uplifting women alongside Athleta's platform, "Power
of She."
"I was drawn to Athleta because we both want to encourage women
to discover, accept and OWN their power," said 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."
In celebration of International Women's Day (March 8, 2022), Keys and Athleta will release the
first in a series of product offerings. The Athleta x Alicia Keys collection will be available in
sizes XXS-3X starting March 8 at
Athleta.com and in all Athleta retail locations. The limited run
collection brings together Keys' style with Athleta's consciously
inclusive designs to give women the freedom to move, breathe, and
feel powerful in their own bodies.
Athleta has rewritten the blueprint for partnerships,
prioritizing authenticity and shared values that drive both
business and impact, and supporting its partners as whole women,
beyond their artistic or athletic achievements. Keys joins a roster
of powerful, like-minded partners, including Simone Biles and Allyson
Felix, who bring these values to life.
"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 chief executive officer of Athleta. "As we work toward our goal
of reaching $2B in net sales in 2023,
part of our growth strategy is constantly listening to our
customers' needs. With the recent launch of our digital community,
AthletaWell, we created a space where women can connect with each
other around topics of well-being, health and purpose. 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."
Core to the partnership is Keys' involvement in Athleta's Power
of She Fund grant program that supports women and girls, businesses
and organizations that are committed to making well-being
accessible, specifically in the BIPOC community. Keys will help
select recipients and provide them with mentoring resources and
learnings from her own well-being journey over her career. Launched
in 2020, and activated by the Women's Sports Foundation,
applications for the next cycle of well-being grants will open in
June 2022. For additional information
about the Power of She Fund,
visit womenssportsfoundation.org/wellbeingforall.
Today, Keys and Athleta released a first look from their
upcoming campaign together, "Within You." Launching March 8, the campaign explores the relentless
strength within women through conversations between Keys and three
remarkable women celebrating their accomplishments and finding
inspiration in the tools they use to foster their own healthy mind,
body and spirit.
To learn more visit Athleta.com
About Athleta:
A certified B Corporation, Athleta is a performance lifestyle brand
with a mission of empowering a community of active women and girls.
Athleta's versatile premium performance lifestyle apparel is
designed by women for women with inclusivity at its core. Founded
in 1998, Athleta integrates performance and technical features
across its collection to support women across their entire
lifestyle – from yoga and training to travel and sleep. In 2016,
the company launched Athleta Girl mirroring its signature
performance in styles for the next generation. Based in
San Francisco, CA and a Gap Inc.
brand (NYSE: GPS), Athleta apparel is available at its over 200
retail stores across the United
States and Canada, through
its catalog, and at Athleta.com.
About Alicia
Keys:
Alicia Keys is a 15-time GRAMMY®
Award-winning singer, songwriter, musician, producer, founder of
Keys SoulCare, New York Times
best-selling author, film/television and Broadway producer,
accomplished actress, entrepreneur, and a powerful force in the
world of activism. Since the release of her monumental 2001 debut
album, SONGS IN A MINOR, Keys has sold over 65 million
records and built an unparalleled repertoire of hits and
accomplishments. Alicia has become the #1 RIAA certified Female
R&B artist of the millennium with 27.5 Million worldwide
certified digital sales (US) and 20 Million Album Sales (US). She
released her eighth studio album, KEYS (Original and
Unlocked) - a double album, December
2021. The 'Original' side showcases Alicia's signature
musicality which is mirrored by a sampled version - experienced
through the lens of 'Unlocked' (a collaboration she did with
Mike Will). A first look from the
new music was featured in Alicia's YouTube Docu-Series titled,
Noted: Alicia Keys The Untold Stories, which was released this past
September. In addition to her dynamic music journey also comes a
rolodex of creative outlets and endeavors. Alicia released her
book, "More Myself: A Journey" via Flatiron Books which
debuted and spent multiple weeks on The New York Times Bestseller
List. On March 1, she will release
her first graphic novel titled, "Girl On Fire" with HarperCollins.
In line with Alicia's vision for self-care and mindfulness comes
the launch of her lifestyle beauty brand, Keys Soulcare, which
Alicia leads as the founder and Goddess-in-Chief. The collection of
offerings aims to go beyond skincare and illuminates true care for
the whole self; body, mind, and spirit. Her latest partnership is
an empowering product offering co-created with Athleta that drops
on International Women's Day (March
8).
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SOURCE Athleta