H&M last week announced that Caitlyn Jenner will be the face of its new sports campaign.

“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,” a spokesman for the Stockholm, Sweden-based clothing giant said.

Jenner, 66, captioned a behind-the-scenes photo: “So proud to be part of their inspiring #HMSport campaign.”

Reaction on Twitter was mostly positive, with some calling the upcoming campaign “groundbreaking.”

Jenner has also partnered with MAC Cosmetics to offer a lipstick with proceeds to benefit the MAC AIDS Fund Transgender Initiative, which supports organizations working to improve the lives of transgender people.

(Related: Caitlyn Jenner partners with MAC Cosmetics to benefit transgender community.)