Gap deletes 'tone-deaf' tweet about 'unity' amid election chaos

Kerry Justich
·3-min read

Gap is facing backlash for a tweet playing off Americans’ uncertainty as the results of the 2020 election play out with a video of a blue and red hoodie writing, “The one thing we know, is that together, we can move forward.”

The video was tweeted on Wednesday morning as people across the country have been watching closely as votes continue to be counted in battleground states. Although the clothing company’s message was meant to unify people during a stressful time, it seemed to miss the mark on bridging the bipartisan gap. As backlash flooded in, the brand removed the tweet.

Some people referred to the social media post as “tone-deaf,” while others more explicitly called it out as an ill-conceived marketing ploy.

A Gap Inc. Spokesperson confirms to Yahoo Life that the since-deleted tweet was an attempt at spreading a message of harmony, although it was admittedly “too soon” for the message.

“From the start we have been a brand that bridges the gap between individuals, cultures and generations. The intention of our social media post, that featured a red and blue hoodie, was to show the power of unity,” the spokesperson shares. “It was just too soon for this message. We remain optimistic that our country will come together to drive positive change for all.”

Gap Inc. deleted a tweet about unity amid election chaos. (Photo: Getty Images)
Gap Inc. deleted a tweet about unity amid election chaos. (Photo: Getty Images)

Still, it seems that Gap might have achieved that goal in one way or another as people joke about the opportunity that the brand provided to turn away from the news and focus on the controversy surrounding the tweet instead.

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