# Singer-Backed Athleticwear Ads Athleta and Alicia Keys Join Forces to Launch a Capsule Collection By Grace Mahas | Published 2022-01-26 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/singerbacked-athleticwear-ads-athleta-and-alicia-keys-join-forces-to-launch References: [retaildive](https://www.retaildive.com/news/athleta-taps-alicia-keys-to-create-capsule-collection/617752/) & [prnewswire](https://www.prnewswire.com/news-releases/athleta-partners-with-alicia-keys-to-further-cement-its-commitment-to-womens-well-being-301466971.html) Athleta, the elevated fashion label, recently announced a [new partnership](https://www.trendhunter.com/trends/by-khlo) with 5-time GRAMMY award-winner Alicia [Keys](https://www.trendhunter.com/trends/alicia-keys). The new initiative will focus on [empowering women](https://www.trendhunter.com/trends/womenempowering-jewelry) 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. Image Credit: Athleta ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 41% | Activity: 28% | Freshness: 11% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Why This Trend Is Growing - **Empowering Women's Well-being:** Athleta and Alicia Keys partnership aims to empower women through building communities and expanding access to well-being resources. - **Celebrity Collaborations in Fashion:** Athleta's partnership with Alicia Keys highlights the trend of bringing together celebrities and fashion retailers to promote social causes. - **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. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [Singer-Made Skincare Partnerships](https://www.trendhunter.com/trends/alicia-keys.md) - [High-Performance Workout Apparel](https://www.trendhunter.com/trends/athleta-2.md) - [Athletic Wear Collabs](https://www.trendhunter.com/trends/nikeskims-collection.md) - [Singer-Collaborative Activewear Capsules](https://www.trendhunter.com/trends/body-is-art.md) - [Athlete-Backed Yoga Gear](https://www.trendhunter.com/trends/corepower-yoga.md) - [Football Star Capsule](https://www.trendhunter.com/trends/tru-kolors-x-ae.md) - [Performance Athleisure Collections](https://www.trendhunter.com/trends/calia.md) - [Activism-Focused Apparel Capsules](https://www.trendhunter.com/trends/aeropostale-1.md) - [Women-Empowering Jewelry Collections](https://www.trendhunter.com/trends/womenempowering-jewelry.md)