Abercrombie Kids brought together the Kind Crew to encourage kids to be nicer to each other through dance and even make money for charity.
Six kids were chosen to be in the crew because of the way they embody kindness in their own lives. Throughout the year, each member will attend different brand events in person and online to bring awareness to their causes. They will also appear on a video series for Nickelodeon called “Play it Forward.”
The newly assembled crew kicked things off with a dance challenge, introduced at one of their events in Los Angeles earlier this month. Kids can join the challenge themselves using the hashtag #PlayItForward on Instagram and Facebook. Abercrombie Kids will donate $1 to On Our Sleeves — a charity that helps kids navigate mental health issues and reduce the stigma surrounding it — every time the hashtag is shared with a dance post.
Additionally, every time parents in the U.S. shop at Abercrombie stores, the brand will donate a portion of all sales to the cause to make an even bigger difference.
Check out the #PlayItForward choreography on the brand’s Instagram and meet the Kind Crew on the first episode of “Play It Forward” on Nickelodeon’s YouTube Kids channel.