Gap is calling on TikTok fans to choose the next color of its iconic logo hoodie. Earlier this year, Gap’s iconic brown logo hoodie went viral on TikTok after influencer Barbara Kristoffersen dubbed the hoodie as the trend of 2021. Shortly after, the hoodies quickly increased in value on resale sites (some worth up to $300), with #gaphoodie on TikTok garnering more than six million views to date. Now, Gap is responding to its viral success with a limited re-release of the brown hoodie and a “Gap Hoodie Color Comeback” competition where social media users can vote on the next colorway for the logo hoodie. Voting will run June 26-July 2 via an interactive poll on posts from Gap and select TikTok creators. The power of TikTok is real, and more and more brands are creating products inspired by the app’s viral moments. (Adweek)
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