A series of events on National Voter Registration Day including artist JoJo’s performance
Fresh off the GapKids’ BE THE FUTURE campaign – a call-to-action for youth, led by youth – Gap introduces STAND UNITED. The brand’s Fall adult campaign highlights the power of standing together as a collective of diverse individuals, voices raised, for a more equitable future.
Across cultures and generations
STAND UNITED – a call for unity, and an expression of Gap’s brand platform of modern American optimism, is centered on the road across America. Award-winning photographer and director Christian Weber captured this unique moment in time as the pandemic forced the country to separate, only to realize the true power and value of connection. As people take the future in their own hands by changing the way we work, socialize, and build community, we stand united in our resilience and strength to care and stand up for one another.
To move forward, Gap takes inspiration from its founding year, 1969 – another defining moment of American optimism for change—with the power of music that ignites action. The campaign launches digitally today to the soundtrack of Kristina Train’s modern, soulful cover of “Get Together” – an anthem made famous with a 1969 re-release that became a symbol of peace and brotherhood, and a cry for unity.
Future with equality and dignity
Gap was founded during a formative time in America’s fight for equality with a mission to do more than sell clothes.
“Over 50 years later, Gap is still amplifying voices to bridge the gap between generations and cultures. We STAND UNITED, for freedom, dignity, and equality, by advocating for our collective ability to create a better future together,” said Mary Alderete, global head of Gap marketing.
To vocalize these efforts further, Gap is releasing The Gap Collective T-Shirt Collection – a limited-edition capsule of STAND UNITED and VOTE tees, proudly designed by artist and member of Gap Inc.’s African American Networking Group, Stephanie Factor. In complement to Gap’s VOTE masks, a new reusable, non-medical grade cloth face mask with STAND UNITED messaging will be added to the collection. All STAND UNITED and VOTE products with purpose are available from Sept 8.
Gap is committed to strengthening our democracy by furthering partnerships with nonpartisan, non-profit partners, When We All Vote and Rock the Vote, to close age and race gaps at the polls and get out the vote. With a $25,000 donation to each organization, Gap continues to promote voter registration this year and drive to the dedicated voter registration page, provided by When We All Vote http://www.whenweallvote.org/gap.
On National Voter Registration Day, September 22, Gap will host a series of events and live talks about why voting matters.