Alicia Keys Teams Up With Athleta for a Limited Collection: ‘We’re All About the Uniqueness of Women’
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Alicia Keys has a new collaboration in the works. The Grammy-award winning singer is joining forces with lifestyle brand Athleta for a new partnership aimed at women’s health and wellness, the company announced on Tuesday (Jan. 25).
“I was drawn to Athleta because we both want to encourage women to discover, accept and OWN their power,” Keys said in a statement. “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.”
On March 8, Keys and Athleta will debut a limited collection to celebrate International Women’s Day. The collection will be available in sizes ranging from XXS-3X via Athleta.com and in Athleta stores.
Keys’ collaboration with Athleta will include a product line, impact grants and “unique community content.” Additionally, Keys signed on as a mentor and advisor for Athleta’s Power of She Fund, and will work with the brand to connect “meaningfully with women through community conversations” that will be shared on AthletaWall, the company’s digital community dedicated to women’s well-being.
Keys will also help select recipients for the Power of She Fund grant program, as well as provide them with mentoring and learning resources from her personal journey through well-being. The foundation supports female-centered businesses and organizations that are committed to making well-being accessible, specifically in BIPOC communities.
“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. “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.”
Although her new collection doesn’t drop until March, Keys shared some of her personal must-haves from Athleta that are currently in stock. Her favorites include the Point Reyes Bomber Jacket II ($159), the Foresthill Ascent Turtleneck ($64-$79), a pair of Ultra-High Rise Elation 7/8 Tights ($43-$89) and the Conscious Cut-Out Crop ($69).
Keys, who released her eighth studio album in December, has a lot planned for 2022. Besides partnering with Athleta and running the beauty line Soulcare, the “Come for Me” singer is slated to kick off the ALICIA world tour this summer.
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