Gap Inc. launches cross-brand content creator & social media advocacy platform

Gap Inc. has launched a new creator affiliate and advocacy platform, in line with the advancement of its digital-first strategy and brand reinvigoration efforts.

Over the years, Gap Inc.'s brands have linked fashion and culture through thoughtful storytelling. Recently, its media campaign "Better in Denim" became Gap's most successful social media campaign, generating over 600 million views and 8 billion impressions in one month. A key moment for Gap, it underlines the ongoing success of Fashiontainment, Gap Inc.'s mix of fashion and entertainment. The new creator affiliate program extends this approach, positioning Gap Inc.'s brands at the center of cultural dialogue.

The new platform functions as a centralized hub for creator engagement across Old Navy, Gap, Banana Republic, and Athleta. It offers early product access, seeding opportunities, exclusive promotions, content collaboration, amplification across paid and owned channels, newsletters, and creator spotlights. Aiming to be different from transactional affiliate programs, this model prioritizes community building and authentic brand partnerships over transactional relationships.

"Gap Inc.'s affiliate program model emphasizes scaled community advocacy and authentic brand engagement. 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," said Damon Berger, Head of Digital Engagement at Gap Inc., in a statement.

The program initially accepts applications from US-based creators aged 18 or older with at least 1,000 followers on a single platform, with international expansion planned. Creators can apply at https://gapinc-connect.creatoriq.com/connect/#welcome. Selected participants gain immediate access to commission-earning affiliate programs and product gifting campaigns across Gap Inc.'s brands.

The announcement comes not long after Gap Inc. announced expanded accessories assortments and new branded beauty products across its portfolio. Ahead of the holiday season, Zac Posen's GapStudio collection launched at Gap stores and online, while Old Navy announced its first fashion collaboration with designer Anna Sui to reimagine signature styles.