abercrombie kids Spreads Kindness With Launch of Kind Crew, Supports Children’s Wellness
abercrombie kids launches #PlayItForward Dance Challenge
Join abercrombie kids’ Kind Crew by completing the #PlayItForward Challenge, a 15-second fun and engaging dance. For every dance post using #PlayItForward on Instagram or Facebook, abercrombie kids will donate $1 to On Our Sleeves*, a movement to help remove the stigma surrounding children’s mental health. *up to $10,000
NEW ALBANY, Ohio, Feb. 28, 2020 -- abercrombie kids, a division of Abercrombie & Fitch Co. (NYSE: ANF), happily announces the launch of its “Kind Crew”, a team of six kids enlisted to inspire other young people and spread kindness through various on-the-ground and digital activations. While noteworthy for their own individual talents, each member of the Kind Crew was selected because they embody kindness in their own lives, spreading messages of acceptance, authenticity and positivity wherever they go. The Kind Crew initiatives will aim to make the world a more compassionate, understanding and kind place. To support this, abercrombie kids will also benefit several organizations dedicated to children’s wellness, beginning with On Our Sleeves™, the movement to transform children's mental health.
Throughout 2020, members of the Kind Crew will appear at in-person events, engage with fellow kids via social media posts on both their own and abercrombie kids’ accounts, and appear in an exclusive video series for Nickelodeon’s YouTube Kids channel, called “Play On.” The Kind Crew’s first endeavor is the #PlayItForward Challenge, a 15-second fun and engaging dance challenge featuring some of today’s top moves. The dance premiered at a pop-up event at Playground LA in Los Angeles on February 22, where Kind Crew members (JT Church, Dani and Dannah Lane, Lilliana Ketchman, Charlie Garton and Nicole Laeno) and dozens of others participated in engaging activities, crafts and learned the dance.
Join abercrombie kids’ Kind Crew by completing the #PlayItForward Challenge, a 15-second fun and engaging dance. For every dance post using #PlayItForward on Instagram or Facebook, abercrombie kids will donate $1 to On Our Sleeves*, a movement to help remove the stigma surrounding children’s mental health. *up to $10,000
Join Abercrombie’s Kind Crew on a journey to spread cheer through fun dances, creative challenges and more! Lilly K and Nicole Laeno lead the journey for the Nationwide® On Our Sleeve movement as the team designs shirts to express their true personalities! Things get real exciting when dancing becomes a must during their challenges. #AD
Kids are encouraged to replicate the dance and post to their own social media accounts, or ask to share on their parents’ accounts – all in an effort to spread joy and give back. For every dance post using #PlayItForward on Instagram or Facebook, abercrombie kids will donate $1 to On Our Sleeves * to help remove the stigma surrounding children’s mental health.
Started on World Mental Health Day in 2018, the On Our Sleeves movement, which is spearheaded by Nationwide Children's Hospital In Columbus, Ohio, offers free online content and resources for families navigating mental health issues, spreads awareness to fight the stigma, and provides support for accelerating children’s behavioral health research at Nationwide Children’s.
“The Kind Crew was created to bring more kindness, understanding and joy into the world, which aligns with abercrombie kids’ brand mission. We couldn’t think of a better way to kick off this initiative than bringing our customers together with the #PlayItForward Challenge,” said Kristin Scott, President, Global Brands at Abercrombie & Fitch Co. “We’re so excited for others to join our call for kindness, and have fun while doing it, to benefit a fantastic platform like On Our Sleeves.”
In addition to the #PlayItForward dance challenge, abercrombie kids will continue to support On Our Sleeves with a round-up program through May. In the US, for every abercrombie kids purchase made in store or online, customers will be able to round up their purchase to help provide additional support for the movement's important work.
To learn the #PlayItForward Challenge choreography and see the dance in action, visit and follow abercrombie kids’ Instagram at @abercrombie. To meet the Kind Crew, check out the first episode of “Play It Forward” highlighting the group on Nickelodeon’s YouTube Kids Channel. To discover more about On Our Sleeves and the important work Nationwide Children’s Hospital is doing for children’s mental health, visit www.onoursleeves.org.
abercrombie kids and Nickelodeon previously partnered for the #PlayIsLife campaign during summer 2019.
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A&F cautions that any forward-looking statements (as such term is defined in the Private Securities Litigation Reform Act of 1995) contained herein or made by management or spokespeople of A&F involve risks and uncertainties and are subject to change based on various important factors, many of which may be beyond the Company’s control. Words such as “estimate,” “project,” “plan,” “believe,” “expect,” “anticipate,” “intend,” and similar expressions may identify forward-looking statements. Except as may be required by applicable law, we assume no obligation to publicly update or revise our forward-looking statements. The factors disclosed in “ITEM 1A. RISK FACTORS” of A&F’s Annual Report on Form 10-K for the fiscal year ended February 2, 2019, and in A&F's subsequently filed quarterly reports on Form 10-Q, in some cases have affected, and in the future could affect, the company’s financial performance and could cause actual results for fiscal 2019 and beyond to differ materially from those expressed or implied in any of the forward-looking statements included in this press release or otherwise made by management.
About abercrombie kids
A global specialty retailer of quality, comfortable, made-to-play favorites, abercrombie kids sees the world through kids’ eyes, where play is life and every day is an opportunity to be anything and better everything.
abercrombie kids is a division of Abercrombie & Fitch Co (NYSE: ANF), and is sold through approximately 70 stores worldwide as Q3 2019 and www.abercrombie.com globally.
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Originally published: Friday, February 28, 2020.
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