Play a external video
Alexandria Villaseñor, Mari Copeny, Jerome Foster II, and Levi Draheim for GapKids BE THE FUTURE Campaign
NEW YORK, NY (August 12, 2020): Gap introduces the BE THE FUTURE GapKids campaign – a collective call-to-action for youth, led by youth. Gap amplifies the voices of young American activists igniting change and empowering people to fight for a more inclusive and sustainable world. The campaign launches today on International Youth Day.
BE THE FUTURE showcases a diverse range of young leaders from across the country who are creating positive societal transformations in their communities around sustainability, climate justice and activism. They show us the future is here. The activists include:
Alexandria Villaseñor (@alexandriav2005): 15-year-old @EarthUprising founder from New York, NY
Jerome Foster II (@jeromefosterii): 18-year-old @OneMillionOfUs founder from Washington, D.C.
Tapping into Gap’s heritage of music and art, a BE THE FUTURE anthem kicks it off with an original piece written and performed by kid rock band, The Twits. The campaign features the climate activists in Gap’s collection of sustainable Fall essentials, including the brand’s new Teen Collection designed to help save water, reduce waste, and make the world a better place.
“Kids help unite us, fuel us and lead the way forward,” says Mark Breitbard, Global Head of Gap Brand. “Changemakers like Jerome, Alexandria, Mari and Levi are bold leaders who prove that everyone has the ability to BE THE FUTURE.”
To celebrate these catalysts of change, artist Tristan Eaton used denim as a blank canvas of self-expression to create layered portraits of each activist fighting to improve climate through their actions to BE THE UNITER, BE THE LEADER, BE THE VOICE and BE THE ACTION. On Friday, August 14, Gap will unite with the youth activists and Earth Uprising to rally for climate action. Everyone is invited to join the global virtual rally on @gapkids social channels by posting signs that include #BeTheFutureThatWill___, filling in the blank with a word or phrase that represents how you plan to take on the future. To amplify voices further, campaign GIPHY stickers launch on social as another means of self-expression.
Gap is also partnering with nonpartisan, non-profits, When We All Vote and Rock the Vote, to promote voter registration during this election year. Gap’s voter registration page, provided by When We All Vote http://www.whenweallvote.org/gap, powered by Rock the Vote, goes live with the campaign today to ensure everyone has easy access to vote for the future. Rock the Vote will provide email and text election reminders to those who register to vote and voter education and mobilization tools to those preparing to vote, including absentee ballot requests and polling place look-up. To vocalize these efforts further during the COVID-19 landscape, Gap will be releasing a new series of reusable, non-medical grade cloth face masks with VOTE and BE THE FUTURE messaging in benefit to both organizations. 3-packs of the masks will be available in adult and kids (ages 4+) sizing on Gap.com and in Gap stores today.
“When We All Vote is on a mission to increase participation in every election, change the culture around voting and close the voting age and race gap,” said Crystal Carson, Vice President of Culture, Communications and Media Partnerships, When We All Vote. “This partnership with Gap and GapKids – particularly this strong group of young activists – is the perfect platform to help reach new voices and the next generation of voters. We know that when young people vote in their first election, they are more likely to be lifelong voters, and we want to empower everyone, even those who aren’t old enough to cast their ballot, to play a role in our democracy.”
“Rock the Vote is built to maximize the power of young people,” said Carolyn DeWitt, President of Rock the Vote. “The young people of America are speaking loud and clear right now. And, we are watching. For every elected official making decisions from climate action to justice policies – you will no longer operate in the dark. The young people of America are tuned in to BE THE FUTURE and are ready to take action in the streets in our communities and in national, state, and local elections across our country.”
Follow along on @gapkids for activist content going live throughout the coming months. To further support, Gap encourages eligible customers to register to vote beginning August 12, and the entire community is invited to join the virtual rally for climate action on August 14, uniting together to create a better future for all.
PRESS CONTACTS
Gap: Jenna Stone, [email protected]
LaForce: Jessica Holt Barthmaier, [email protected], 646.374.0826
About Gap, @gap and @gapkids
Gap is the authority on modern American style. Founded in San Francisco in 1969, Gap continues to build on its heritage – a market leader in denim, classic white shirts, khakis and must-have trends. Beginning with the first international store in London in 1987, Gap continues to connect with customers online and in company-operated and franchise retail locations globally. Gap includes Women's and Men's apparel and accessories, GapKids, babyGap, GapMaternity, GapBody and GapFit collections. The brand also serves value-conscious customers with exclusively designed collections for Gap Outlet and Gap Factory Stores. Gap is the namesake brand for leading global specialty retailer, Gap Inc. (NYSE: GPS) which includes Old Navy, Gap, Banana Republic, Athleta, Intermix, Janie and Jack and Hill City brands. For more information, please visit www.gapinc.com
About When We All Vote, @whenweallvote
When We All Vote is a national, nonpartisan nonprofit that brings together citizens, institutions, brands, and organizations to increase participation in every election. Launched by Michelle Obama, the organization is committed to closing the race and age voting gap and empowering all eligible voters to cast their ballot by harnessing grassroots energy, establishing strategic partnerships, and implementing digital organizing strategies, with the ultimate goal of changing the culture around voting.
Michelle Obama is joined in this effort by fellow Co-Chairs Tom Hanks, Lin-Manuel Miranda, Janelle Monáe, Chris Paul, Faith Hill, Selena Gomez, Liza Koshy, Megan Rapinoe, Shonda Rhimes, Tracee Ellis Ross, Kerry Washington, and Rita Wilson.
In the leadup to the 2018 Midterm Elections, When We All Vote organized over 2,500 local voter registration events across the country, engaged 200 million Americans online about the significance of voting, and texted nearly four million voters the resources to register and get out to vote.
In 2020, When We All Vote is helping to lead in voter education, registration and volunteer engagement. In response to COVID-19, When We All Vote is leading the fight for fair and safe elections by supporting the expansion of access to vote-by-mail, early in-person voting and online voter registration so every American can make their voices heard on Election Day.
About Rock the Vote, @rockthevote
Rock the Vote is a nonpartisan nonprofit dedicated to building the political power of young people. For 30 years, Rock the Vote has revolutionized the way we use culture, music, art, and technology to engage young people in politics–registering and turning out millions of young voters. Since its founding, Rock the Vote has processed over 12 million voter registrations. The organization consistently turns out its voters more than 30 points above the national youth average with approximately 60% voting for the first time. Rock the Vote fights for voting rights to ensure all eligible voters can exercise their right to vote and promotes civic education to ensure young voters have the resources and information they need to participate in our civic process. Learn more at rockthevote.org and follow us on Twitter, Facebook, and Instagram @rockthevote.
@GapKids introduces the BE THE FUTURE campaign, a collective call-to-action for youth, led by youth, launching today on International Youth Day highlighting young leaders proving everyone can #BetheFutureThatWill Tweet
