Our idea (my creative team) came up with the idea of getting kids involved with deciding on what they wear. Everyone could get in on this by going to the web site which features a "Design your Threads" challenge where the users make up their own outfits based on the logos and options we provided. Once created, the outfits were showcased in the weekly competition gallery where everyone could check-out the clothes and vote on favorites.
The winner of the challenge would get to have their line featured in stores and on the website.
This was a positive way to re-brand the image of Old Navy as clothes made for trend-setters and independent but fashion savvy teens and young adults. Get the kids involved at step one and let the publicity run it's own course.