Fashion Brands Launch ‘Go Red, Shop with Heart’ Campaign

Retail leaders like Michael Kors and Reebok launch the industry-wide 'Go Red, Shop with Heart' initiative to support the American Heart Association.

Major retail and fashion brands including Lafayette 148, Michael Kors, and Reebok have united to launch ‘Go Red, Shop with Heart,’ an industry-wide charitable initiative supporting the American Heart Association (AHA). The campaign, active throughout February for American Heart Month, will see participating brands donate a portion of sales, launch special product collections, and host consumer awareness events to fund cardiovascular disease research and education. This coordinated effort marks one of the fashion sector's most unified philanthropic pushes for a health cause.

The initiative aims to leverage the collective marketing power and customer reach of these brands to generate significant funding and visibility. Each company will implement its own activation strategy, such as limited-edition red products, in-store promotions, and digital campaigns driving traffic to the AHA’s donation portals. The collaboration is structured to create a larger impact than individual brand efforts, utilizing the theme of heart health to connect with consumers during a key retail period.

“We are proud to unite our industry around a cause that touches so many families, using fashion as a force for good and health education,” said a spokesperson for the brand coalition. A representative from the American Heart Association added, “This unprecedented partnership with retail leaders will dramatically amplify our mission to fight heart disease, the nation’s leading cause of death.”

The campaign represents a growing trend of corporate social responsibility (CSR) in the fashion industry, moving beyond one-off donations to sustained, collaborative cause-marketing. It also capitalizes on the consumer shift towards supporting brands aligned with personal and social values, particularly concerning health and wellness. Similar past initiatives have shown that such campaigns can boost brand affinity while driving tangible philanthropic results.

The ‘Go Red, Shop with Heart’ initiative will run for the duration of February 2026. Participating brands are expected to announce specific donation totals and campaign impacts in March following the conclusion of American Heart Month.