THE EMPLOYEE INFLUENCER: Gap Inc. has expanded its creator affiliate and social media advocacy program to employees, opening up a way for employees to engage with the retailer’s Old Navy, Gap, Banana Republic and Athleta brands, and earn commissions.
The program, which debuted in October 2025, is part of the company’s “digital-first” strategy and “brand reinvigoration journey.” It gives all the Gap Inc. brands, and individuals, a greater digital presence. Since its inception, nearly 30,000 unique posts by creators reached 154 million users.
“The platform was designed to deepen relationships with creators, amplify authentic storytelling and extend the reach of Gap Inc.’s Fashiontainment platform that connects brands, culture and community,” the company said in a statement. “By opening the program to employees, Gap Inc. is inviting the people closest to its brands to participate in a new form of advocacy rooted in personal style, product love and authentic connection.”
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Effective Wednesday, employees at Gap Inc’s. offices, stores and distribution centers were eligible to join the program, access social sharing tools and content opportunities, and participate in affiliate programs across Gap Inc.’s portfolio of brands. Participants will receive clear program guidelines, including expectations around transparency, disclosure and brand standards.
“Our employees know our brands, products and customers better than anyone,” said Damon Berger, Gap Inc.’s senior vice president, marketing shared services. By opening up the program to employees, “we’re giving them a way to become influencers — earning commission and product while sharing what they love and bringing our brands to life through authentic storytelling.”
Gap Inc.’s program, considered a social media advocacy platform, serves as “a centralized hub for creators and advocates to engage across Old Navy, Gap, Banana Republic and Athleta. The program offers access to brand content, product storytelling, social media opportunities, promotions, newsletters and creator spotlights, as well as the ability for content to be amplified across paid, social and brand-owned channels.”
Gap Inc.’s Creator Program originally launched for U.S.-based creators, 18 years or older, with at least 1,000 followers on a single platform such as TikTok or Instagram.
