Gap’s Back to School GapKids Campaign Celebrates Kids Being Uniquely Themselves

This back-to-school season, Gap is encouraging kids to move freely as true originals with a new collection and campaign that inspires them to be confident and unapologetically themselves through music, fashion, and dance.

GapKids' Back-to-School Collection offers endless possibilities for self-expression - highlighting key styles like baggy denim cargos, elevated hoodies and varsity jackets, all pieces that ensure kids kick off the school year in style and feel like their most confident selves.

"This year's back-to-school product assortment and campaign celebrates the next generation of GapKids," said Mark Breitbard, CEO and President of Gap brand. "With styles that encourage self-expression and a campaign centered on optimism, we aim to be a destination where kids find exciting styles that parents love."

A new survey commissioned by Gap highlights the significant impact of creativity and self-expression on children's confidence. The findings show that 86% of parents observe a boost in their child's confidence when they express creativity through fashion. Moreover, 85% of parents believe their children are more confident and enthusiastic about school when they choose their own outfit for the first day.

The accompanying campaign film, "Just dance.," features a cast of young artistic originals showing off their best dance moves. Set to the throwback hit "Canned Heat" by Jamiroquai and directed by Charlie Di Placido with original choreography by Ysabelle Capitulé, it spotlights the cast's seamless motion and effortless movement while dressed in GapKids' styles that reflect their individuality. The spot references an iconic scene from pop culture history, featuring cameos from Jon Heder alongside his former co-star Efren Ramirez - bridging the gap between nostalgia and modern style.

"Working with Gap on this campaign was very special for me, especially as a dad," said Heder. "Back-to-school can be a daunting time, and this campaign is an important reminder to encourage children to celebrate their superpowers and dance like no one is watching. To work with Gap again on a project infused with so much nostalgia was such a meaningful experience - and incredibly fun."

The survey also found that 87% of parents recognize an increase in their child's confidence when they express themselves through music and dance, further underscoring the power of creative expression in boosting children's overall self-belief.

The GapKids campaign and the moving lookbook will debut on July 23 across Gap brand social channels including YouTube.

Follow along on @gapkids to see #justdancewithgap content go live throughout the coming months.

Press Contact:
Gap | PR Consulting
[email protected]
[email protected]

About Gap:
Gap is a globally recognized icon of casual American style. Founded in San Francisco in 1969, Gap champions originality by creating loved essentials and delivering culturally relevant experiences that celebrate individuality. Gap is an adult apparel and accessories brand that offers GapKids, babyGap, Gap Maternity, 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 of the global specialty retailer, Gap Inc. (NYSE: GPS) and connects with customers online and in company-operated and franchise retail locations globally. For more information, please visit gap.com.

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