GapKids has partnered with ED, Ellen Degeneres’ new lifestyle brand to launch GapKids x ED, a limited edition apparel collection and campaign that encourages girls everywhere to be themselves, do what makes them happy, and take pride in who they are.
The campaign – in partnership with American comedian, talk show host, producer, writer and actress, Ellen DeGeneres – was launched Tuesday in over 25 markets around the world.
The GapKids x ED campaign features six young girls who have excelled at skateboarding, drumming, robotics and entrepreneurialism, by being true to themselves, regardless of naysayers or outdated stereotypes.
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These girls, Alexey, Relz, Ryann, Bellatreas, Torrae and Asia, ranging in age from 7 to 12, star in the anthem film and campaign images which all provoke a feeling of strength, empowerment and pure enjoyment.
Whether it is the desire to help others like Torrae who builds robotic hands for kids who need them or Alexey’s love for music and her incredible drumming skills, the campaign celebrates girls of all talents for being who they are.
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The print ads, which launch in August across the United States, Canada, United Kingdom, China and Japan, as well as select international franchise markets, feature the hero campaign “selfie” image of Ellen with the six girls. In addition to print, the campaign spans outdoor, mobile, direct, social, in store and digital.
Using the hashtag #heyworld followed by a name, a girl’s friend, mother, father or mentor can issue a call to action for social messages of encouragement and love to any girl in need of positive support, cheering her on through the power of positive words. In addition, there will be a texting opportunity to receive inspiring and encouraging messages from Ellen DeGeneres herself.
Gap is one of the world’s leading apparel and accessories brands.