September 17, 2020
Gap Inc. (NYSE: GPS) and its family of brands (Old Navy, Gap, Banana Republic, Athleta, Intermix, and Janie and Jack) are using their platforms to reach hundreds of thousands of customers and employees in advance of the 2020 election to increase voter registration and turnout, and to ensure there are enough workers at the polls. The company has launched a multi-pronged campaign, #GapIncVotes, to amplify civic engagement efforts, with each brand harnessing unique partnerships and voices to elevate the importance of voting and being counted in the census.
“As a company of purpose-driven lifestyle brands and teams, we know we can be a force for good,” said Sonia Syngal, CEO of Gap Inc. “Whether it’s reaching customers and employees who have historically faced barriers to voting or young people who are voting for the first time, we’re proud to provide the resources, tools and encouragement to participate in our democracy and help ensure everyone’s voice is heard.”
A partner of Time to Vote, Gap Inc. will provide store employees, including seasonal and part-time, up to 3 hours of paid time off to vote, and for headquarters employees a day without meetings is encouraged.
Gap Inc. has partnered with nonpartisan civic engagement organization Rock the Vote to provide tools and resources to both customers and employees. Internally and externally, the company is elevating the stories of employees and showcasing informative and engaging content, corresponding with significant dates such as the anniversary of the Voting Rights Act of 1965 and National Voter Registration Day, up until election day. The company has also been providing open office hours with its Government Affairs team to ensure employees feel informed and empowered to vote wherever they live.
As part of the #GapIncVotes efforts, on Voter Registration Day, September 22nd, Popstar JoJo will perform on Gap House Sessions, a Gap brand Instagram experience.
“I’m so excited to support Gap Inc.'s efforts to get out the vote! I've always respected Gap Inc. and their unwavering support of the creative arts, and I'm looking forward to being a part of that legacy,” she said. “Be sure to tune in on September 22nd - I'll be performing a few songs live for the first time ever! And don't forget to register and make a plan to vote.”
Old Navy announced it will pay its store employees to work the polls on Election Day through its partnership with Power the Polls. Since announcing, all of Gap Inc.’s sister brands have joined the initiative, giving tens of thousands of field employees across the country the opportunity to serve as poll workers in their communities, and giving them the means to do so. Old Navy and its sister brands will compensate store associates who serve as poll workers with eight hours of pay. In addition to pay provided by the brands, employees who serve will also be eligible for compensation from their local jurisdiction.
Leading up to Election Day, Old Navy is launching a line of Vote tees for the family in early October and is offering a Stars & Stripes themed 5-pack of adult face masks. The brand will be donating $25,000 to Rock the Vote in honor of the t-shirt collection.
Gap introduced GapKids BE THE FUTURE: a collective call-to-action for youth, led by youth, and launched STAND UNITED: the brand’s Fall adult campaign highlighting the power of standing together as a collective of diverse individuals, voices raised, for a more equitable future. Gap has also donated $25,000 each to nonpartisan, non-profit partners, Rock the Vote and When We All Vote to help close age and race gaps at the polls and get out the vote. In addition, Gap released The Gap Collective T-Shirt Collection – a limited edition capsule of STAND UNITED and VOTE tees, product with purpose proudly designed by artist and member of Gap Inc.’s African American Networking Group, Stephennie Factor, and is offering VOTE, BE THE FUTURE and STAND UNITED masks.
Banana Republic introduced Will Work For A Better Republic – a campaign recognizing this unique moment in time where the landscape of modern work – and what we wear to do it – has evolved beyond the workplace to work toward a better future together. To vocalize these efforts further during the COVID-19 landscape, Banana Republic released a series of reusable, non-medical grade cloth face masks with VOTE FOR A BETTER REPUBLIC and VOTE messaging in benefit to Rock the Vote. The masks are available on BananaRepublic.com, with $5 for every face mask sold donated to Rock the Vote up to $25,000.
Athleta’s Exercise Your Rights campaign encourages all women to know -and own- their collective power. In partnership with Rock the Vote, Athleta will provide their community tools to register, engage, and vote in this year’s election and beyond, in addition to a $25,000 donation to the organization. On October 24th, Athleta will host a virtual (EM)POWER HOUR, bringing together incredible female activists from all backgrounds who are known for finding their voice, to inspire optimism and action this election season. For more information and to RSVP, check Athleta’s Community Hub in the coming weeks.
INTERMIX launched its partnership with Rock the Vote in March with a campaign featuring Sophia Bush. The partnership marked the first activation in 2020 by Gap Inc. and its brands to help raise awareness about the importance of registering, voting, and to stand up for equal representation for women. Up until election day, text the word INTERMIX to 788-683, go to intermixonline.com, or visit any of their 32 boutiques to register to vote and learn more about voting in your area.
Janie and Jack launched GoodBooks Storytime campaign with the commitment of teaching the kids in our lives about kindness, unity, anti-racism and love. Leading up to the election, the brand will feature a book reading and content on the brand’s Instagram channel to provide resources for parents to teach kids about the importance of voting. For more information follow @janieandjack on Instagram.
Gap Inc. encourages you to register and make a plan to vote at rockthevote.com/gapinc.
About Gap Inc.
Gap Inc. is a leading global retailer offering clothing, accessories, and personal care products for men, women, and children under the Old Navy, Gap, Banana Republic, Athleta, Intermix, Janie and Jack, and Hill City brands. Fiscal year 2019 net sales were $16.4 billion. Gap Inc. products are available for purchase worldwide through company-operated stores, franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.
About Rock the Vote
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, technology, education, and activism to increase civic participation among young people. Since its founding, Rock the Vote has processed over 12 million voter registrations and empowered its voters with information and resources to turn them out at more than 30 points above the national youth average with approximately 60% voting for the first time. Rock the Vote works to modernize the civic process and fights to protect young people's access to our democracy. Learn more at rockthevote.org and follow us on Twitter, Facebook, and Instagram @rockthevote.