Alicia Keys and Athleta Announce New Partnership
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49 Alicia Keys has entered a partnership with lifestyle brand Athleta to help drive awareness and access to women’s well-being. The announcement arrives on Keys’ 41st birthday, which is today (Jan. 25).
Keys and Athleta will co-create product offerings, impact grants and community content. Additionally, Keys is now a mentor and advisor for Athleta’s Power of She Fund.
Her new role will entail collaborating with Athleta to engage in meaningful conversations with women via AthletaWell, Athleta’s digital community that supports women’s well-being.
In a statement, Keys explained why she teamed up with Athleta. “I was drawn to Athleta because we both want to encourage women to discover, accept and OWN their power,” she said.
“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.”
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Mary Beth Laughton, president and chief executive officer of Athleta, said, “Alicia has made a powerful commitment to well-being and we are thrilled to welcome her to Athleta’s community of empowered women.”
She added, “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.”
On International Women’s Day (March 8), Keys and Athleta will launch a limited run collection that will be available in sizes XXS-3X at Athleta.com and in all Athleta retail locations.
According to a press release, the “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.”
Aside from her new partnership, Keys will also release her new graphic novel, Girl on Fire, on March 1. Inspired by the title track of her fifth studio album, the coming-of-age novel, co-written by Andrew Weiner and illustrated by Brittney Williams, follows a young girl named Lolo Wright who discovers telekinetic powers.
Last December, Keys released her eighth studio album, KEYS, via RCA Records. According to the Keys, it’s her final album under a major label.
In other news, Keys is nominated for two Grammy Awards, including Song of the Year (“A Beautiful Noise” with Brandi Carlile) and Best Immersive Audio Album (ALICIA). The 64th Grammy Awards will air live on Sunday, April 3, at 8 p.m. EST. on CBS.