Athleta Partners With Alicia Keys – WWD

Athleta has established a “holistic partnership” with singer/songwriter Alicia Keys to strengthen their shared commitment to women’s well-being.

The collaboration begins on International Women’s Day, March 8, with the launch of The Athleta x Alicia Keys collection. Athleta, a division of Gap Inc., says the collection will feature exclusive products co-created and co-designed by Keys, who worked alongside Athleta’s all-female design team. Among the items, which will be available in sizes 00-3X on Athleta.com and at all Athleta retail locations, will be Keys’ favorite – a pink jumpsuit, which is a new look for the brand.

An Athleta spokesperson said that overall, the collection will include novelty through color and more product information will be shared closer to the public. March 8 launch.

As part of the partnership, Keys is participating in Athleta’s “Power of She Fund” grant program as a mentor and advisor. Foundation works to empower women
and girls through ongoing grants, nonprofit support, and volunteering.

Athleta said Keys will work with the company to “meaningfully connect” with women through community conversations within AthletaWell, the brand’s digital community.

“Alicia will help expand Athleta’s community resources by sharing her personal growth and happiness journey in her 20-year career through storytelling and community conversations,” Athleta pointed out. out in a statement on Tuesday.

“I was attracted to Athleta because we both wanted to encourage women to discover, accept, and own their power,” says Keys. “We all work towards female uniqueness, body positivity and creating a lifestyle that showcases the boundless power within us. It’s time to grow – not just survive – and my hope is that these services are another outlet for you to amplify your personal strengths and abilities and feel comfortable in your skin. self. “

Keys is known for her humanitarian work, charity and activism, in addition to her highly regarded musical achievements. According to Wikipedia, she was awarded an Ambassador of Conscience by Amnesty International; She co-founded and is the global ambassador of the nonprofit Keep a Child Alive, which fights HIV/AIDS. Keys, 41, is a trained pianist and 15-time Grammy Award winner. She started writing songs at the age of 12 and got her first recording contract at the age of 15. She also has a beauty, Keys Soulcare, in partnership with Elf Beauty.

Athleta has a track record of collaborating with prominent women who reflect and advocate for women’s empowerment, diversity, and inclusion, among them US Olympic athletes Simone Biles and Allyson Felix .

Partnering with Keys is another step in supporting Athleta’s strategy to generate $2 billion in net revenue by 2023. During the financial year ended January 30, 2021, Athleta generated 1.41 billion revenue dollars.

Another tactic involves steadily consolidating an inclusive sizing approach, and by the end of 2022, Athleta is expected to offer expanded sizes across all categories it sells.

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