Express announces partnership with Big Brothers Big Sisters of America

Simultaneously, the brand debuts a marketing campaign to raise awareness for the partnership and its mission, headlined by Cheslie Kryst, the newly named Big Brothers Big Sisters ambassador.

Since launching in 2020, the Express Dream Big Project powered by GoFundMe has raised over $850,000 for organisations including GoFundMe’s Small Business Relief Fund and the NAACP. Through its new partnership with Big Brothers Big Sisters of America, the nation’s largest youth mentoring organisation, Express will be donating $300,000 to the Big Futures initiative which focuses its efforts on helping young people ages 18 to 25 achieve their goals after graduation, whether attending college or entering the workforce. Express plans to generate an additional $500,000 over the next year through in-store and online donations as well as provide $200,000 worth of Express gift cards to help inspire confidence through style, the company said in a press release.

“The Dream Big Project is one of the ways we fulfil our brand purpose to create confidence and inspire self-expression, and this partnership with Big Brothers Big Sisters is based on our belief that mentorship can set young people on a trajectory to accomplish great things. We are so pleased to welcome Kryst as our dedicated Express Big Brothers Big Sisters Ambassador and look forward to working with her to leverage our platforms and her voice to empower young people to believe in themselves and provide them with the tools they need to follow their dreams,” Sara Tervo, Express chief marketing officer said in a press release.

“The work Big Brothers Big Sisters does in our communities is exactly what our country needs right now, a helping hand for youth who crave encouragement and guidance. I’m thrilled to be able to represent an organisation that feeds my passion for helping others, especially through this partnership with a brand I’ve been raving about and wearing for years,” Kryst said.

“Big Brothers Big Sisters ignites the power and promise of young people through mentoring relationships that build self-confidence and emotional well-being to help them realise their full potential. With this support from Express, its associates, and customers we have the opportunity to empower more young people with a plan for their future and a mentor whose impact will last a lifetime,” Artis Stevens, president and CEO of Big Brothers Big Sisters of America said.

ALCHEMPro News Desk (GK)