Athleta, the elevated fashion label, recently announced a new partnership with 5-time GRAMMY award-winner Alicia Keys. The new initiative will focus on empowering women by building communities, creating product offerings, and expanding access to well-being resources.
As a mentor and advisor for Athleta's Power of She Fund, Keys will also help the brand connect meaningfully with women through AthletaWell, Athleta's community focused on women's well-being. A collection of Keys and Athleta products will be released in celebration of International Women's Day (March 8, 2022). Starting March 8 at Athleta.com and all Athleta retail locations, the Athleta x Alicia Keys collection will be available in sizes XXS-3X.
"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," said Mary Beth Laughton, president and chief executive officer of Athleta.
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Trend Themes
1. Empowering Women's Well-being - Athleta and Alicia Keys partnership aims to empower women through building communities and expanding access to well-being resources.
2. Celebrity Collaborations in Fashion - Athleta's partnership with Alicia Keys highlights the trend of bringing together celebrities and fashion retailers to promote social causes.
3. Digital Communities for Health and Wellness - Athleta's launch of AthletaWell provides a new digital community for women to connect and engage in topics related to well-being, creating opportunities for digital health and wellness experiences.
Industry Implications
1. Athleticwear - Athleta's partnership with Alicia Keys represents an opportunity for athleticwear brands to expand their market by promoting social causes and wellness among women.
2. Celebrity Endorsements - The trend of celebrity endorsements for clothing brands continues with Athleta's partnership with Alicia Keys, providing an opportunity for clothing brands to leverage celebrity power to promote social causes.
3. Digital Health and Wellness - Athleta's launch of AthletaWell highlights the opportunity for companies to create digital communities that promote health and wellness topics, creating new opportunities for digital health and wellness experiences.