Dive Brief:

• As it expands its digital and in-store offerings, Athleta has enlisted Alicia Keys to create a capsule collection and serve as a mentor for Athleta's Power of She Fund grant program, according to a Tuesday press release.
• The brand didn't detail what items would be in the collection, but said it will range in sizes XXS to 3X, have "inclusive designs" and will launch on March 8 on International Women's Day, according to the announcement. 
• Mary Beth Laughton, president and CEO of Athleta, noted that the company aims to reach $2 billion in net sales by 2023.

Dive Insight:

The range of sizes included in the Athleta x Alicia Keys collection reflects the brand's continued effort to suit more body types. A year ago, Gap Inc., Athleta's parent company, announced plans to incorporate inclusive sizing across 350 Athleta styles and add size-inclusive mannequins and racks to its physical stores. 

Last year, Athleta unveiled AthletaWell, a content hub that promotes wellness and empowerment. Athleta didn't share many details on how Keys would participate in AthletaWell, but said the Grammy Award-winning artist would work with the brand to, "connect meaningfully with women through community conversations."

"Alicia has made a powerful commitment to well-being and we are thrilled to welcome her to Athleta's community of empowered women," Laughton said in a statement. "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."

Meanwhile, as Athleta attempts to attract diverse body types to stores, the brand has also sought to expand its brick-and-mortar reach, but industry analysts remain skeptical of the parent company's leadership. Last year, the retailer opened its own stores in Canada and began selling some of its products in 135 REI stores and on the REI website. Earlier this month, Morgan Stanley analysts downgraded Gap Inc. because of its lackluster Q3 performance, saying it was a sign that its new management team may be less capable of reaching its 2023 goals.