Athleta Partners With Alicia Keys – WWD

Athleta has shaped a “holistic partnership” with singer/songwriter Alicia Keys to additional their mutual dedication to ladies’s well-being.

The partnership kicks off on International Women’s Day, which is March 8, with the launch of The Athleta x Alicia Keys assortment. Athleta, a division of Gap Inc., mentioned the gathering could have unique merchandise co-created and co-designed by Keys, who labored alongside Athleta’s all-female design workforce. Among the gadgets, which might be out there in sizes 00-3X on and in any respect Athleta retail places, might be Keys’ favourite piece — a pink jumpsuit. It’s a brand new search for the model.

An Athleta spokeswoman mentioned total, the gathering will embody novelty via colour and that extra product data might be shared nearer to the March 8 launch. The marketing campaign for the collaboration is themed, “Within You.”

As a part of the partnership, Keys is becoming a member of Athleta’s “Power of She Fund” grant program as a mentor and adviser. The fund works towards empowering ladies and ladies via ongoing grant applications, supporting nonprofit organizations and volunteering.


Athleta indicated that Keys will work with the corporate “to connect meaningfully” with ladies via group conversations in AthletaWell, the model’s digital group.

“Alicia will help expand Athleta’s community resources by sharing her personal growth and well-being journey over her 20-year career through storytelling and community conversations,” Athleta indicated in a press release Tuesday.

“I was drawn to Athleta because we both want to encourage women to discover, accept and own their power,” mentioned Keys in a press release. “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 is well-known for her humanitarian work, philanthropy and activism, apart from her acclaimed musical accomplishments. According to Wikipedia, she was awarded Ambassador of Conscience by Amnesty International; she co-founded and serves as the worldwide ambassador of the nonprofit Keep a Child Alive group, which fights agains HIV/AIDS. Keys, 41, is a classically educated pianist and 15-time Grammy Award winner. She began composing songs at age 12 and had her first file deal on the age of 15. She additionally has a magnificence line, Keys Soulcare, in a partnership with E.l.f. Beauty.


Athleta has a observe file of partnering with well-known females who mirror and help ladies’s empowerment, range and inclusivity, amongst them U.S. Olympians Simone Biles and Allyson Felix.

The partnership with Keys is one other step supporting Athleta’s technique to generate $2 billion in web gross sales by 2023. In the fiscal yr ended Jan. 30, 2021, Athleta generated $1.41 billion in gross sales.

Gap Inc. acquired Athleta in 2008 for $150 million in money. At the time, Athleta generated about $100 million in quantity.

Another tactic entails steadily bolstering its inclusive sizing method and by the tip of 2022, Athleta expects to supply prolonged sizes throughout the entire classes it sells.


“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,” mentioned Mary Beth Laughton, president and chief government officer of Athleta, in a press release. “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.”

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A sneak peek at The Athleta x Alicia Keys assortment.

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