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Old Navy is rolling out a complimentary bootcamp aimed at encouraging a broader range of applicants to step into the role of Santa Claus. Traditionally, Santa has been depicted predominantly as a cheerful white man with white hair, but the time has come for Santa to reflect the rich diversity of the communities he represents. To address this disparity, Old Navy is launching a Santa BOOTcamp to train aspiring Santas from various backgrounds, enabling them to pursue Santa roles and promote inclusivity within the Santa community.
According to Old Navy, “Diversity remains a challenge in the Santa profession — fewer than 5% of professional Santas in the U.S. identify as people of color, while nearly half of children under 15 in the U.S. identify as non-white.” To foster a more representative Santa figure, Old Navy’s Santa BOOTcamp is a virtual training program designed to equip a new generation of Santa candidates with the skills they need.
Old Navy encourages individuals from all ethnicities and cultural backgrounds to participate, inviting anyone interested in portraying Santa this year—whether professionally, in their community, or for their families—to sign up. The training consists of a 30-minute online course covering essential Santa skills, including responses to common questions from children, key phrases in both Spanish and sign language, and tips for taking the ideal holiday photos. Veteran Santa performer, Max Jennings, who founded the Santa Academy and runs a major Santa booking agency in the U.S., collaborated with Old Navy to create this immersive program.
While embodying Santa involves more than just the classic red suit and white beard, Jennings emphasizes that “what truly creates holiday magic is the spirit inside. A great Santa spreads joy and embodies the holiday cheer, no matter their appearance.” Joining Jennings in leading the course are experienced Santas and graduates from Santa Academy: Leo Thompson, known as “The Real Multicultural Santa,” Carlos Rivera, a bilingual Santa with 38 years of experience, and Tony Jones, affectionately known as “Soulful Santa.”
Additionally, Old Navy will be casting a variety of diverse Santas to appear at select flagship stores in New York City, San Francisco, and Chicago, offering socially-distanced photo opportunities on December 4. Those interested in becoming a Santa can find more information here. The bootcamp is free, accessible to everyone, and will take place online on November 19.
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In summary, Old Navy’s initiative to launch a free bootcamp for diverse Santas highlights the brand’s commitment to inclusivity and representation within the holiday season. By training individuals from various backgrounds, they aim to create a Santa figure that truly reflects the diverse communities he serves.