June 26, 2022

Alicia Keys desires us to ‘thrive—not simply to outlive’ along with her new Athleta collaboration

Professionally, Alicia Keys has amassed over 20 years within the music trade, 15 Grammys, 17 NAACP Picture Awards, seven BET Awards, amongst different accolades. That’s not counting her quite a few manufacturing credit, bestselling memoir, and Keys Soulcare, the affirmation-laden (and admittedly distinctive) clear skincare line she launched in 2020.

Now, the musician and mom of two is venturing into athleisure with the assistance of the Hole, Inc.-owned girls’s model Athleta. In line with a press launch dropped by the model on Tuesday, in tandem with Keys’ forty first birthday, the 2 have entered into “a purpose-driven partnership centered on empowering girls.”

Photograph: Athleta

Athleta shared extra data on the “new holistic partnership,” explaining: “Collectively, Keys and Athleta will drive consciousness of and entry to girls’s well-being via co-created product choices, impression grants and distinctive group content material.” Particularly, Keys will develop into a mentor and adviser in Athleta’s “Power of She” platform and fund grant program, the place she “will assist choose recipients and supply them with mentoring assets and learnings from her personal well-being journey over her profession.” She may also join with members of the digital girls’s wellness group AthletaWell.

“I used to be drawn to Athleta as a result of we each wish to encourage girls to find, settle for and OWN their energy,” stated Keys in a press release. “We’re all in regards to the uniqueness of ladies, physique positivity and creating a life-style that showcases our immeasurable energy inside. It’s time to thrive—not simply to outlive—and my hope is that these choices are one other outlet so that you can amplify your private energy, your chance, and really feel snug in your individual pores and skin.”

Keys is in good firm; as one of many world’s most celebrated musicians, she’ll be becoming a member of the world’s most embellished track-and-field athlete Allyson Felix and Simone Biles, probably the most embellished gymnast of all time, as an Athleta ambassador.

“Alicia has made a robust dedication to well-being and we’re thrilled to welcome her to Athleta’s group of empowered girls,” stated Athleta’s President and Chief Govt Officer Mary Beth Laughton. “With a values-driven partnership like this one with Alicia, we’re ideally positioned to proceed to satisfy our buyer’s wants within the well-being area and help her throughout all features of her life.”

Although the collaboration’s preliminary product line gained’t be out there till March, the partnership kicked off with a peek on the limited-run assortment in its inaugural marketing campaign, titled “Inside You.” Keys fashions a number of of the upcoming, “consciously inclusive designs,” which might be out there in sizes XXS-3X and had been reportedly designed “to present girls the liberty to maneuver, breathe, and really feel highly effective in their very own our bodies.”

Photograph: Athleta

“It’s additionally extraordinarily vibrant,” Keys informed InStyle magazine. “I like the colours that we’re taking part in with on this assortment. It’s so daring. I feel it reminds you to be courageous. It reminds you to dwell out loud. It reminds you that you simply don’t have to cover behind something or beneath something. There’s a brightness to it that, I feel, is even like part of shade remedy. Simply awakening the senses, awakening your self.

“This concept of having the ability to put your self first is one other a part of well-being — ensuring that you’re okay, ensuring that you’re mentally secure, ensuring that you simply really feel good in your coronary heart and your spirit,” she tells us. “I feel there are numerous of us that really feel like we’re not allowed to or we’re not presupposed to — like this concept that struggling is part of life. And certainly there are ups and downs for everybody, however there’s additionally the concept that we need to be properly. It’s essential to discover ways to try this.”

The primary launch from the Alicia Keys x Athleta assortment might be out there at Athleta.com and in all Athleta retail places on Worldwide Ladies’s Day, March 8. Functions for the following cycle of Athleta’s Energy of She Fund grants will open in June; for extra data on the Energy of She Fund, go to womenssportsfoundation.org/wellbeingforall.

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