The Gap (Product) RED Launch

To date, (Product) RED is the largest contributor to the Global Fund, donating just over $160 million and involving more than 20 companies. One of the most recognizable companies involved in the (Product) RED campaign is Gap. Founded in 1969 by husband and wife Donald and Doris Fisher, Gap has become an iconic American fashion brand, which in the past 42 years has expanded from its humble roots in San Francisco to trade in over 3,100 stores worldwide. Gap has become a high performer within the international fashion market, placing an emphasis on quality and broad appeal.

Gap was the second company to become involved in the (Product) RED campaign, after American Express. The Gap (RED) line included T-shirts, jackets, scarves, and bags, with 50 percent of its profits being donated to the Global Fund. The original T-shirts were heavily branded using the iconic (parenthesis) and slogans such as “INSPI(RED),” “ADMI(RED),” and “DESI(RED).”