Calling all creators.
Gap Inc. has launched a “creator affiliate and advocacy” platform to elevate the profile of creators who through social media will help amplify the retailer’s brands and their campaigns, and connections to culture.
The new platform marks “the next step in the company’s digital-first strategy and brand reinvigoration journey,” the San Francisco-based specialty retailer said in a statement Wednesday morning.
For years Gap Inc. lost customers and market share but has recently been regaining relevance, with the second three month period of this year marking six consecutive quarters of positive comparable sales. The company’s three largest brands — Old Navy, Gap and Banana Republic — all posted positive comps in the quarter, while Gap’s Athleta brand had negative comps.
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Creators of all stripes can apply to the program, provided they are U.S.-based, 18 years or older, and have at least 1,000 followers on a single platform. The company plans to expand the program internationally in phases in the future.
“Unlike transactional affiliate programs, Gap Inc.’s new social media advocacy platform is a centralized hub for creators to engage deeply across Old Navy, Gap, Banana Republic and Athleta,” Gap Inc. indicated. “Modeled to create community, it will offer [creators] early access to new releases, product seeding and exclusive promos, as well as content collaboration opportunities and the ability for creators and their content to be amplified across paid, social and brand-owned channels.” The program will also include newsletters and creator spotlights.
“Gap Inc.’s affiliate program model emphasizes scaled community advocacy and authentic brand engagement,” Damon Berger, head of digital engagement at Gap Inc., said in his statement. “By balancing creator convenience and empowerment with rich brand storytelling, this new program will position us to build closer relationships with creators, amplify their content across all our channels and leverage data-driven insights to deliver greater impact at scale.”
Under the program, creators will be:
- Rewarded by earning commissions on sales they drive through links they share.
- Get featured on the social media channels of Gap Inc.’s brands.
- Get access to product gifting opportunities, and invites to brand events.
- Sample products before they launch and have early access to sales.
- Visit new stores before they open to check them out and learn of upcoming collaborations.
- Receive paid content collaboration opportunities.
Interested creators can apply at https://gapinc-connect.creatoriq.com/connect/#welcome.
Gap Inc. also indicated that the creator affiliate program “extends the reach of ‘Fashiontainment,’ which is the retailer’s strategy to blend fashion and entertainment. Most recently, “Better in Denim” became Gap’s most successful social media campaign to date, driving what Gap said was a record 600 million-plus views and 8 billion-plus impressions in one month. The campaign featured K-pop group Katseye dancing to Kelis’ “Milkshake,” Gap’s Y2K low-rise jeans and the overall message of self-expression, movement and diversity with denim.
The business has been further fueled by other collaborations with pop figures and cultural icons, particularly at Old Navy, with its recent campaign with Lindsay Lohan and product innovation, and with Gap’s Disney shop. Just last month, Gap unveiled a campaign with Gwyneth Paltrow and her daughter Apple Martin for GapStudio’s fall 2025 collection. Zac Posen designs GapStudio.
As reported, Gap Inc. plans to expand its brands’ assortment of accessories and launch new branded beauty products across its portfolio. Just ahead of the holiday selling season, a new collection of Zac Posen’s GapStudio debuted at Gap stores and online, and Old Navy shared plans for its first fashion collaboration, tapping iconic American designer Anna Sui to reimagine some of the brand’s most popular styles.
