Athleta and Alicia Keys say the power is Within You
Athleta and Alicia Keys launch new campaign by YARD NYC on International Womens Day.
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Earlier this year, Athleta and Alicia Keys unveiled a new purpose-driven partnership that encompasses product offerings, community, and impact.
The elements of this partnership will come to life on International Women’s Day when the brand and Alicia will launch the first limited edition product offerings along with a new marketing campaign titled Within You created by YARD NYC, a longtime partner of the brand.
A well-known advocate for wellness through mindfulness, Alicia Keys has been on an iconic, inspiring journey, dedicated to being her most authentic self. Now, she partners with Athleta to inspire women everywhere to do the same with a gentle yet bold reminder proclaimed in the campaign title, power is Within You.
The Athleta x Alicia Keys collection will be available in sizes XXS-3X starting March 8 at Athleta.com and in all Athleta retail locations. The limited run collection brings together Keys’ style with Athleta's consciously inclusive designs to give women the freedom to move, breathe and feel powerful in their own bodies.
Credits
powered by
- Agency Yard/New York
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Credits
powered by
- Agency Yard/New York
- Talent Alicia Keys
Credits
powered by
- Agency Yard/New York
- Talent Alicia Keys
Alicia Keys also joins Athleta’s Power of She Fund grant program as a mentor and advisor, and will work with the brand to connect meaningfully with women through community conversations in AthletaWell, Athleta’s digital community that supports women’s well-being. The campaign will bring these in-depth, honest conversations between Alicia and real women to AthletaWell.
In moving far past a traditional campaign, this partnership is an unbridled celebration of the female experience in all its forms, from the clothes we wear to the hurdles we overcome. Through the new product offering, amplification of inspiring stories and their influential grant program, Alicia and Athleta are making a safe space for women everywhere to access that inner power with all that they already are and all that they already have.
The campaign features an honest, empowering and joyful conversation between Alicia Keys and three women with diverse perspectives and experiences who collectively embody the new collection.
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Staying true to Athleta’s brand heritage, the campaign was shot on a beautiful estate in the hills of Santa Monica, and the women were captured in a sacred circle inspired by the Chi in Athleta’s logo, which is representative of the life force that flows within all of us and is a grounding symbolism meaning no one person is higher than another.
Shaniqwa Jarvis was the director/photographer and shot the campaign on film, which allowed for a deeper level of intimacy between Shaniqwa and the women. Shooting on film was an intentional choice to avoid bright, crisp edges and rather evoke a sentimental, grounded experience.
