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Loyalty360 Reads: December 16: Athleta Expands Partnership with Allyson Felix, Paris Hilton Fashions



Athleta Expands Partnership with Allyson Felix
Athleta and Olympic runner Allyson Felix are introducing a new 10-piece collection of jackets, tops, and tights designed to help athletes train in cold weather. The collection builds on the retailer's existing partnership with Felix that dates back to 2019 and includes multiple apparel collections as well as the Saysh brand of running shoe.

Felix’s newest collection marks the latest in an ongoing partnership between the Olympian and Athleta. Felix signed on as the brand’s first athlete partner after leaving Nike due to frustration with policies for pregnant women and mothers. That same year, Athleta and Felix partnered to launch The Power of She Fund: Child Care Grants, a first-of-its-kind grant program that committed $200,000 to help fund childcare costs for professional mom-athletes traveling to competitions, including six who participated in the Tokyo Olympics. 

Paris Hiltons Fashion Launches in Metaverse
Paris Hilton-owned 11:11 Media launched an avatar fashion collection described as a “love letter to Y2K style” on web3 platform Genies, tapping the power of celebrity to drive value for digital wearables. The self-appointed “Queen of the Metaverse” is now catering to her community and fans of her Y2K style in the digital realm.

Paris Hilton was an early celebrity adopter of web3, previously releasing digital wearables and selling a collection of NFTs. Hilton has also set up dedicated spaces in digital worlds in her signature aesthetic. Paris World also has a presence on  the gaming platform Roblox and the metaverse platform The Sandbox.

Valuedynamx Annouces Partership with Plink

Valuedynamx has announced a new partnership with Plink to enhance cash back programs offered by financial institutions. The partnership will also help local businesses that may be on tight budgets during the strain on the economy.

Through the partnership, community banks and credit unions will have another opportunity to drive consumers to local businesses while keeping money in the community.


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