NEW YORK, July 27, 2021 /PRNewswire/ -- Gap welcomes kids
back to school with 'The Dope Educator,' David Jamison – a Memphis, Tennessee teacher whose infectious
spirit and individual approach to students are an inspiring tribute
to the good that stems from passion, care and kindness. The
GapKids' Fall campaign captures the charisma and bond between
Jamison and his fifth-grade students from Hickory Ridge Elementary
School who represent INDIVIDUALS – Gap's collective of unique
changemakers across generations, leading the charge for a more
inclusive, optimistic world together.
Experience the interactive Multichannel News Release here:
https://www.multivu.com/players/English/8840353-gapkids-fall-campaign-celebrate-individuals/
Jamison grabbed a national spotlight in 2019 for the
personalized handshakes he performs with his students each morning.
While adapted to be non-touch in 2020, the tenacity, excitement and
hype remains the same. Over the course of his career, he has
memorized over 200 distinct handshakes, reinforcing students as
important INDIVIDUALS. Jamison decided to become an educator after
his own experience without any Black male educators taught him that
representation at school matters.
"When I was a kid, I was always in trouble at school," explains
teacher and icon of GapKids' Fall 2021 campaign, David Jamison. "I realized that part of the
reason why is because I didn't have teachers who looked like me; I
didn't have someone I could relate to. When I decided to become a
teacher, I not only felt called to help change representation in
education, but to be a role model kids need. Experiences in early
childhood education shape who we are the rest of our lives. I am
honored to play a role in the lives of my students and our
handshakes are just a small piece of the change I hope to create.
It's our job as a community to nurture all children so they can
flourish and reach their greatest potential."
"Jamison's approach to teaching and commitment to his students
as INDIVIDUALS is inspirational and heartwarming," says
Mary Alderete, global head of Gap
marketing. "He is equal parts champion and role model. Back to
school is even more meaningful when many students are returning to
the physical classroom for the first time in over a year. One of
his students told us she loves being in his class because she can
be herself and that is the essence of GapKids - being an individual
who is true to yourself, encouraging others, instilling empathy and
optimism, and being the change this world needs."
To continue Gap's commitment to drive change and amplify
voices, the campaign was captured by biracial female photographer,
Melodie McDaniel, and filmed in
collaboration with Gap Global Creative Director, Len Peltier. The creative plays tribute to Gap's
modern American optimism rooted in music and dance with a
soundtrack set to daily mantras from Jamison's class – phrases
like, "Who are we? We are the Rockets! The Rockets are
respectful and responsible, optimistic, collegiate, knowledgeable,
engage with enthusiasm, trustworthy, striving for success,"
vibrating the spirit and heart of these forces for good.
To kick off the campaign and celebrate the students starring
within, Gap installed the iconic GapKids images of Jamison and his
students on school grounds. The billboard was just revealed at an
in-person pep rally, welcoming Hickory Ridge Elementary back to
school. Gap also donated hundreds of school uniform pieces and
hoodies to support the students and families at Hickory Ridge
Elementary School.
The GapKids campaign will debut on July
27, 2021 across Gap brand channels and television, OOH and
digital. Follow along on @gapkids to see #GaptoSchool content go
live throughout the coming months.
PRESS CONTACTS
Gap: Jenna Stone,
jenna_stone@gap.com
LaForce: Kristin Brice,
Gap@LaForce.nyc, 724.549.1731
About Gap @gap and @gapkids
Gap is an authority on modern American style. Founded in
San Francisco in 1969, Gap
continues to build on its heritage grounded in denim and connect
with customers online and in company-operated and franchise retail
locations globally. Gap includes Women's and Men's apparel and
accessories, GapKids, babyGap, GapTeen, GapMaternity, GapBody and
GapFit collections. The brand also serves value-conscious customers
with exclusively designed collections for Gap Outlet and GapFactory
Stores. Gap is the namesake brand for leading global specialty
retailer, Gap Inc. (NYSE: GPS) which includes Old Navy, Gap, Banana
Republic and Athleta brands. For more information, please
visit www.gapinc.com.
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SOURCE Gap