Athleta partners with Alicia Keys for 'Without You' collection

By

Jennifer Braun

Published
Jan 26, 2022

Gap-owned Athleta announced on Tuesday a new partnership with 15-time Grammy Award winner Alicia Keys, as a mentor and advisor of Athleta's Power of She Fund grant program.

As part of the partnership, 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. 

The first collection launches on March 8, 2022, in celebration of International Women's Day, and coincides with a new campaign dubbed, 'Within You'. The limited-run collection brings together Keys' style with Athleta's consciously inclusive designs, and will be available in sizes XXS-3X at Athleta.com and in all Athleta retail locations.

"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.”

Keys will also work with the brand to connect meaningfully with women through community conversations in AthletaWell, Athleta's digital community. She joins a roster of powerful, like-minded partners, including Simone Biles and Allyson Felix. 

"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." 

Launched in 2020, Athleta's Power of She Fund grant program supports women and girls, businesses and organizations that are committed to making well-being accessible, specifically in the BIPOC community. Applications for the next cycle of well-being grants will open in June 2022.