Caitlyn Jenner Is the New Face of H&M Sports

Retailer says 'everything is possible—in sports and in life'

Caitlyn Jenner, who launched the second season of her E! reality show I Am Cait on Sunday, tweeted another piece of news on Thursday: She landed a sponsorship deal with H&M. The Olympic gold medalist will be the face of the brand's athletic line, H&M Sports.

In a statement, an H&M spokesman said, "We have picked Caitlyn Jenner, one of the world's most celebrated athletes, as part of this H&M Sports campaign because we want to illustrate that everything is possible—in sports and in life." H&M provided no further details about the campaign.

Since Jenner announced her new identity to the world in a blockbuster Vanity Fair cover last summer, many experts have touted her value as a brand spokesperson. Jenner also inked a sponsorship deal with MAC cosmetics in February and helped create the limited-edition lipstick shade "Finally Free," whose sales will benefit the MAC AIDS Fund Transgender Initiative. The effort supports organizations dedicated to improving the lives of transgender people.