The American Heart Association, alongside major global retailers, has initiated the 'Go Red. Shop with Heart.' campaign to raise funds and awareness for women's cardiovascular health. This effort responds to statistics showing more than 4 in 10 U.S. women have some form of cardiovascular disease, such as heart disease or stroke, with these conditions killing more women annually than all forms of cancer combined. Throughout February, participating brands—including Away, Commando, Lafayette 148, Michael Kors, Reebok, ShopSimon.com™, Summersalt, Torrid, and White & Warren—will solicit donations during online or in-store checkout or donate a percentage of proceeds from specific items.
Nancy Brown, American Heart Association Chief Executive Officer, emphasized the urgency, stating, "Nearly 1 in 3 women die from cardiovascular disease each year, yet women are still profoundly underrepresented in the clinical research, science and medicine that could save their lives." The campaign leverages the retail sector's reach to transform consumer transactions into opportunities for health advocacy. More than 40 other nationwide retailers across various industries are also supporting the American Heart Association this February through the Association's Life Is Why™ campaign, enabling donations at checkout both in-store and online.
The initiative's launch coincides with the release of the American Heart Association 2026 Heart Disease and Stroke Statistics Update, which identifies heart disease as the leading cause of death in the U.S. and stroke as the number four cause. Cardiovascular diseases claim more U.S. lives each year than all forms of cancer and accidental deaths combined. Projections indicate at least 6 in 10 U.S. adults will have cardiovascular disease within the next 30 years, with related costs expected to triple. However, approximately 80% of cardiovascular disease is preventable through lifestyle changes aligned with the Association's Life’s Essential 8™ measures.
Mindy Grossman, American Heart Association volunteer board member and partner at Consello, highlighted the strategic importance of retail partnerships, noting, "Retail has always been a powerful connector. Shop with Heart gives our industry a shared platform to lead with purpose and unite consumers in support of heart health." The campaign represents a convergence of corporate social responsibility and public health, targeting a critical gap in women's healthcare. For business and technology leaders, this model demonstrates how e-commerce networks and digital promotions—supported by companies like Rokt and Mastercard—can be harnessed for large-scale health initiatives, potentially influencing future cross-sector collaborations to address systemic health challenges.
