All Gap (PRODUCT) RED Clothing Designed to Help Eliminate AIDS in Africa
TORONTO, June 22 /CNW/ - babyGap and GapKids are proud to announce the
latest addition to the (PRODUCT) RED family - a new, limited edition (PRODUCT)
RED collection made especially for babies and children and available
exclusively at babyGap and GapKids. As part of Gap's global partnership with
(PRODUCT) RED, half of the profits from Gap's sales of the babyGap and GapKids
(PRODUCT) RED collections will go directly to the Global Fund to finance
programs that help women and children affected by HIV/AIDS in Africa. This
special delivery of (PRODUCT) RED items for kids and babies arrives in select
babyGap and GapKids stores across Canada this week.
"Gap is proud to be a partner of (PRODUCT) RED and we're excited to
introduce our first ever collection of (PRODUCT) RED clothes for kids and an
extended collection of (PRODUCT) RED items for babies," said Pam Wallack,
president of babyGap and GapKids. "Our new babyGap and GapKids (PRODUCT) RED
clothes provide a unique opportunity for our customers to help make a real
difference in the lives of mothers and children in Africa."
This week GapKids and babyGap introduce a new, extended assortment of
(PRODUCT) RED items for kids and babies that is rooted in classic Gap product
categories like bodysuits, T-shirts, hoodies and pants. From a baby bodysuit
featuring the word ADO(RED) to a T-shirt for girls with the word INSPI(RED)
and a hoodie for boys inscribed with DISCOVE(RED), the collection features
subtle yet distinct details inspired by (RED). Earlier this spring, babyGap
introduced a collection of (PRODUCT) RED bodysuits for babies featuring
playful "(RED)" words including DIAPE(RED) and DELIVE(RED).
To celebrate the introduction of the GapKids and babyGap (PRODUCT) RED
collections, Gap recently launched a powerful new advertising campaign.
Photographed by renowned photographer Annie Leibovitz, the ads feature a cast
of incredible celebrities who are INSPI(RED) by and passionate about (RED).
The campaign consists of compelling images of Oscar-nominated actor Terence
Howard pictured with his three children Hunter, Aubrey and Heaven;
Grammy-award winning musician Natalie Maines alongside her sons Beckette and
Slade; and Oscar-nominated actress Abigail Breslin, of Little Miss Sunshine
fame, with her friend Curious George. Each image features the celebrity
wearing their favorite Gap (PRODUCT) RED item in a way that expresses their
individual style. The campaign spreads also feature poignant phrases that
emphasize the importance of joining the fight to eradicate AIDS in Africa -
they read "Every Generation Has a Voice", "Every Generation Has a Heart" and
"Inspire The Next Generation To Change The World". Developed by
Laird+Partners, Gap's creative agency, the print campaign is running in the
July issue of Vanity Fair, on newsstands now.
Founded by Bono and Bobby Shriver, (RED) is a groundbreaking initiative
that marries the private sector of business with the buying power of the
public in an effort to generate a sustainable flow of private sector funds
towards the fight to eliminate AIDS in Africa. To do this, (RED) harnesses the
power of some of the world's most iconic brands including Gap, American
Express, Converse, Emporio Armani, Apple and Motorola - the first companies to
partner with (PRODUCT) RED.
Since its launch in the spring of 2006, (PRODUCT) RED and its partners
have raised more than $25 million for the Global Fund. More than $11 million
of the (RED) money is already at work in Swaziland and Rwanda providing
antiretroviral treatment for HIV positive individuals, funding HIV prevention
programs, feeding and educating children orphaned by AIDS, and providing the
12 cent treatment needed to help prevent the transmission of HIV from mother
to child. Because of (RED) and the Global Fund, over two hundred thousand HIV
positive mothers in Rwanda and Swaziland have been given treatment to help
ensure that their children are born healthy and over 25,000 people are now on
Please visit www.gap.com/red and www.gapinc.com/red for more information
about Gap (PRODUCT) RED and JOINRED.COM for more information about (RED) and
About Gap Inc.
Gap Inc. is a leading international specialty retailer offering clothing,
accessories and personal care products for men, women, children and babies
under the Gap, Banana Republic, Old Navy, and Piperlime brand names. Fiscal
2006 sales were $15.9 billion. Gap Inc. operates more than 3,100 stores in the
United States, the United Kingdom, Canada, France, Ireland and Japan. In
addition, Gap Inc. is expanding its international presence with franchise
agreements for Gap and Banana Republic in Asia and the Middle East. For more
information, please visit gapinc.com.
About (RED) and (PRODUCT) RED
(RED)'s primary objective is to engage the private sector in raising
awareness and funds for the Global Fund to help fight AIDS in Africa.
Companies whose products take on the (PRODUCT) RED mark contribute a
significant percentage of the sales or portion of the profits from that
product to the Global Fund to finance AIDS programs in Africa, with an
emphasis on the health of women and children. Current partners are: American
Express (U.K. only), Apple, Converse, Gap, Giorgio Armani, and Motorola.
MySpace.com is the first media sponsor in the United Kingdom and MTV Networks
is the first media sponsor in the US. WWW.JOINRED.COM
About the Global Fund
The Global Fund to fight AIDS, Tuberculosis and Malaria is a unique
global public-private partnership dedicated to attracting and disbursing
additional resources to prevent and treat HIV/AIDS, tuberculosis and malaria.
This partnership between governments, civil society, the private sector and
affected communities represents a new approach to international health
financing. The Fund works in close collaboration with other bilateral and
multilateral organizations to supplement existing efforts dealing with the
three diseases. The Global Fund finances one fifth of all global efforts to
stop AIDS and two thirds of global expenditure against tuberculosis and
For further information:
For further information: or photos or to speak with a spokesperson,
please contact: Victoria Kirk, Gap PR (Canada), (416) 355-2321,