More than 4 in 10 women in the United States have some form of cardiovascular disease, including heart disease or stroke, with this figure expected to grow. Each year, heart disease and stroke kill more women than all forms of cancer combined. To help reverse this trend, leading global fashion, beauty, and lifestyle retailers have joined American Heart Association volunteers to launch the inaugural Go Red. Shop with Heart. campaign.
Throughout February, participating retailers will solicit donations to the American Heart Association during online or in-store checkout or donate a percentage of proceeds from specific items. Brands involved include Away, Commando, Lafayette 148, Michael Kors, Reebok, ShopSimon.com™, Summersalt, Torrid, and White & Warren, with additional marketing support from Berns & Co. and digital promotion from Mastercard. Rokt will also enable new donor acquisition through its e-commerce network.
This initiative matters because cardiovascular disease represents a critical and growing public health crisis. According to the newly released American Heart Association 2026 Heart Disease and Stroke Statistics Update, heart disease is the leading cause of death in the U.S., while stroke is the number four cause. Cardiovascular diseases claim more lives annually than all forms of cancer and accidental deaths combined.
"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," said Nancy Brown, American Heart Association Chief Executive Officer. "Retailers and consumers are uniquely positioned to turn everyday moments into meaningful change through Go Red. Shop with Heart."
The campaign's importance extends beyond immediate fundraising. Projections by the Association forecast that at least 6 in 10 U.S. adults will have cardiovascular disease within the next 30 years, with related costs expected to triple. This has significant implications for healthcare systems, workforce productivity, and family stability. Fortunately, approximately 80% of cardiovascular disease is preventable through lifestyle changes such as following the Association's Life's Essential 8™ measures.
In addition to the brands supporting Go Red. Shop with Heart., more than 40 other nationwide retailers across various industries are inviting customers to support the American Heart Association this February through the Association's Life Is Why™ campaign. This collective effort demonstrates how retail partnerships can mobilize resources and public attention toward critical health issues.
"Retail has always been a powerful connector," said American Heart Association volunteer board member Mindy Grossman. "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 significant shift toward purpose-driven commerce, where consumer spending can directly support health initiatives that affect millions of families.
For consumers, the campaign provides a tangible way to contribute to cardiovascular disease prevention and research during everyday shopping activities. The funds raised will support the American Heart Association's work in research, advocacy, and public education. To learn more about the campaign and participating companies, please visit https://www.heart.org/shopwithheart.
