Retail Giants and AI Tech Unite for 'Go Red. Shop with Heart' Campaign

NEW YORK, NY – February 06, 2026 – A powerful coalition of retail, finance, and technology leaders is turning checkout counters and online transaction pages into a new front line for public health. Ecommerce tech firm Rokt has announced its partnership with the American Heart Association's (AHA) new "Go Red. Shop with Heart" initiative, a month-long campaign designed to leverage the power of commerce to combat cardiovascular disease.

The campaign's official launch was marked by the symbolic ringing of the New York Stock Exchange Opening Bell on January 30, where Rokt's Chief Commercial Officer, Elizabeth Buchanan, joined other founding leaders. Throughout February, which is recognized nationally as American Heart Month, dozens of brands will engage consumers to raise funds and awareness for the leading cause of death in the United States.

A Coalition of Commerce for a Cause

The "Go Red. Shop with Heart" initiative represents a significant mobilization of the retail sector for a public health crisis. The campaign unites an impressive roster of brands, including Away, Commando, Lafayette 148, Mastercard, Michael Kors, Reebok, ShopSimon.com™, Torrid, and White & Warren, alongside over 40 other national retailers.

Throughout the month, these participating companies will activate special in-store and digital experiences. Consumers will see opportunities to contribute through various mechanisms, such as rounding up their purchase totals for a donation at checkout or through dedicated product sales where a portion of the proceeds benefits the American Heart Association. The funds raised will directly support the AHA's critical research, education, and advocacy efforts.

The initiative is championed by a team of founding leaders from across the industry, including Mindy Grossman of Consello, Stacy Berns of Berns & Co., Anne Walsh of Michael Kors, Emilie Kroner of Mastercard, and Lee Sterling of Simon®, in addition to Rokt's Elizabeth Buchanan. Their collective involvement underscores a growing trend of collaborative cause-marketing, where industry competitors unite for a greater social good.

Nancy Brown, CEO of the American Heart Association, highlighted the unique position of this sector to effect change. "Retailers and consumers are uniquely positioned to turn everyday moments into meaningful change through Go Red. Shop with Heart," Brown stated. "We're inviting shoppers to stand with us during American Heart Month by driving heart health awareness and raising vital funds to help the American Heart Association turn this tide and save and improve women's lives."

The Alarming Reality of Women's Heart Health

The campaign's urgent call to action is rooted in the sobering statistics surrounding cardiovascular disease (CVD), particularly its disproportionate impact on women. Despite perceptions, heart disease is not just an older man's ailment; it is the number one killer of women in the United States, claiming more lives than all forms of cancer combined.

According to the American Heart Association, nearly one in three women die from cardiovascular disease each year. This translates to a devastating loss of life, with approximately one woman dying from CVD every minute. Furthermore, nearly 45% of women over the age of 20 are living with some form of the disease.

A critical factor exacerbating this crisis is a persistent and dangerous gap in medical research. As CEO Nancy Brown noted, "women are still profoundly underrepresented in the clinical research, science and medicine that could save their lives." This disparity means that prevention, diagnosis, and treatment protocols have not always been optimized for female physiology. Women can experience different symptoms than men, and unique life stages like pregnancy and menopause can introduce specific cardiovascular risks that are still not fully understood.

The problem is compounded by a lack of awareness. While the "Go Red for Women" campaign has made significant strides since its inception in 2004, studies show that awareness of heart disease as the primary health threat to women is worryingly low, especially among younger and diverse populations. This initiative aims to cut through the noise, using the broad reach of retail to educate millions of consumers about the risks and the vital need for more research and equitable care.

Tech for Good: How AI Powers Philanthropy

At the heart of this modern philanthropic effort is the innovative application of technology. Rokt, a global leader in ecommerce technology, is contributing more than just a corporate name to the list of sponsors. The company is donating a $100,000 Rokt Ads campaign to the American Heart Association, specifically designed to expand the organization's reach and drive donor acquisition.

Rokt specializes in what it calls the "Transaction Moment"—the point in an online purchase when a customer has entered their payment details and is most engaged. Using machine learning and AI, Rokt's platform analyzes billions of transactions to present shoppers with hyper-relevant offers on the confirmation page. While typically used to offer product discounts or related services, this technology is now being harnessed to connect potential donors with the AHA's mission.

This approach has proven highly effective for nonprofit fundraising. By presenting a donation opportunity to a user who has just completed a transaction, the platform capitalizes on a moment of high intent, making the "ask" seamless and contextually relevant. Rokt's AI can optimize which users are most likely to respond to a charitable appeal, ensuring the AHA's message reaches the most receptive audience within Rokt's vast network, which includes major brands like Live Nation, Macy's, and Uber.

"Retail has a powerful role to play in creating positive change," said Elizabeth Buchanan, Chief Commercial Officer of Rokt. "We're proud to support the American Heart Association and 'Go Red. Shop with Heart' by helping brands and consumers come together to drive awareness and support for heart health, especially during American Heart Month." This partnership serves as a powerful case study for how core business technology can be repurposed for significant social impact, moving beyond traditional corporate giving.

A Broader Commitment to Social Impact

For Rokt, this partnership is a high-profile expression of a long-standing commitment to corporate social responsibility. The company is a member of the Pledge 1% movement, a global initiative where companies commit 1% of their product, profit, equity, and/or employee time to charitable causes. This framework institutionalizes philanthropy as a core part of the business model.

The company has previously established partnerships to leverage its technology for good, including a collaboration with the fundraising platform Pledge to make it easier for its e-commerce clients to feature donation options from over two million verified nonprofits. This infrastructure allows Rokt's machine learning to match customers with causes they are most likely to care about, personalizing the act of giving.

This strategy reflects a broader shift in the corporate world, where social impact is increasingly seen not as a separate activity, but as an integrated part of a company's identity and operations. By aligning its most powerful asset—its AI-driven relevance engine—with a critical public health issue, Rokt and its partners are demonstrating a new model of corporate citizenship. The "Go Red. Shop with Heart" campaign shows how the convergence of technology, retail, and health advocacy can create a powerful force for change, turning everyday transactions into life-saving actions.