Toronto, Calif., Jan. 25, 2022 (GLOBE NEWSWIRE) — Today, Athleta announced a new holistic partnership with 15-time GRAMMY Award winner Alicia Keys. Together, Keys and Athleta will drive awareness and access to women’s wellness through co-created product offerings, impact grants, and unique community content. Keys joins Athleta’s Power of She Fund grant program as a mentor and advisor, and will also work with the brand to meaningfully connect with women through community conversations in AthletaWell, Athleta’s digital community. that supports the well-being of women.

Always an advocate for female empowerment, Keys has spent her long career cultivating a deeper connection with herself in order to find her true power. Today, on her birthday, Keys is celebrating the momentous day with the announcement of this new partnership, which amplifies her ongoing commitment to the health, well-being and upliftment of women alongside the platform of Athletica, “Power of She”.

“I was drawn to Athleta because we both want to encourage women to discover, embrace and own their power,” Keys 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 survive – and I hope these offerings allow you to amplify your personal power, possibilities, and feel good about yourself.

To celebrate International Women’s Day (March 8, 2022), Keys and Athleta will launch the first in a series of product offerings. The Athleta x Alicia Keys collection will be available in sizes XXS-3X starting March 8 on Athleta.ca and all Athleta outlets. The limited-edition collection combines Keys’ style with Athleta’s consciously inclusive designs to give women the freedom to move, breathe and feel powerful in their own bodies.

Athleta has rewritten the partnership model, emphasizing authenticity and shared values ​​that drive both business and impact, and supporting its partners as whole women, beyond their artistic or athletic accomplishments. Keys joins a list of like-minded powerhouse partners, including Simone Biles and Allyson Felix, who bring those values ​​to life.

“Alicia has a strong commitment to wellness and we are thrilled to welcome her to Athleta’s empowered women’s community,” said Mary Beth Laughton, President and CEO of Athleta. “As we work towards our goal of reaching $2 billion in revenue by 2023, part of our growth strategy is to constantly listen to the needs of our customers. With the recent launch of our digital community, AthletaWell, we have created a space for women to connect around topics of wellness, health With a values-driven partnership like this with Alicia, we are uniquely positioned to continue to meet the needs of our client in the field of well-being and support her in all aspects of her life.

At the heart of the partnership is Keys’ involvement in Athleta’s Power of She Fund grantmaking program which supports women and girls, businesses and organizations committed to making wellness accessible, especially in the BIPOC community. Keys will help select recipients and provide them with mentoring resources and lessons learned from his own wellness journey throughout his career. Launched in 2020 and enabled by the Women’s Sports Foundation, applications for the next round of Wellness Grants will open in June 2022. For more information on the Power of She Fund, visit womenssportsfoundation.org/ wellbeingforall.

Today, Keys and Athleta together released a first look at their upcoming campaign, “Within You.” Launching March 8, the campaign explores the relentless power of women through conversations between Keys and three remarkable women celebrating their accomplishments and finding inspiration in the tools they use to foster their own healthy mind, body and spirit.

To learn more, visit Athletica.ca

About Athlete:
Certified B Corporation, Athleta is a performance lifestyle brand whose mission is to empower a community of active women and girls. Athleta’s versatile, performance lifestyle apparel is designed by women for women with inclusion at its core. Founded in 1998, Athleta integrates performance and technical features across its collection to support women throughout their lifestyle – from yoga and training to travel and sleep. In 2016, the company launched Athleta Girl reflecting its signature performance in styles for the next generation. Based in San Francisco, Calif. and a Gap Inc. (NYSE: GPS) brand, Athleta apparel is available at its more than 200 retail stores in the United States and Canada, through its catalog and on Athleta.com.

About Alicia Keys:
Alicia Keys is a singer, songwriter, musician, producer, founder of Keys SoulCare, winner of 15 GRAMMY® Awards, New York Times bestselling author, film/television and Broadway producer, accomplished actress, entrepreneur and a powerful force in the world of activism. Since releasing his monumental 2001 debut album, SONGS IN A MINOR, Keys has sold over 65 million records and built an unparalleled repertoire of hits and accomplishments. Alicia became the first RIAA-certified female R&B artist of the millennium with 27.5 million certified digital sales worldwide (US) and 20 million album sales (US). She released her eighth studio album, KEYS (Original and Unlocked) – a double album, December 2021. The “Original” side features Alicia’s signature musicality which is mirrored by a sampled version – experienced through the lens of ” Unlocked” (a collaboration she does with Mike Will). A first look at the new music was featured in Alicia’s YouTube doc series, Noted: Alicia Keys The Untold Stories, which was released last September. Along with his dynamic musical journey, also comes a rolodex of outlets and creative endeavours. Alicia released her book, “More Myself: A Journey” through Flatiron Books which debuted and spent several weeks on the New York Times bestseller list. On March 1, she will release her first graphic novel titled “Girl On Fire” with HarperCollins. In line with Alicia’s vision for self-care and mindfulness comes the launch of her lifestyle beauty brand, Keys Soulcare, which Alicia leads as founder and chief goddess. The collection of offerings aims to go beyond skincare and illuminate true care for the whole self; body, soul and spirit. Its latest partnership is an empowering product offering co-created with Athleta that falls on International Women’s Day (March 8).

• Athleta Partners with Alicia Keys to Strengthen Commitment to Women’s Wellness