Gap Inc. has introduced a new creator and affiliate platform that connects content creators with its portfolio of brands, including Old Navy, Gap, Banana Republic and Athleta. The initiative is designed to support both emerging and established creators through product collaborations, commissions and exposure across the company’s marketing channels.
Program structure
According to Gap Inc., the new system provides a centralized hub where creators can collaborate across multiple brands. Participants gain access to early product releases, gifting opportunities, exclusive promotions, and chances to have their content featured on brand-owned and paid channels. Eligible creators must be based in the United States, at least 18 years old and have a following of at least 1,000 on one social platform. The company said it plans to expand the initiative internationally after the initial rollout.
Gap Inc. described the platform as part of its digital transformation strategy aimed at strengthening brand storytelling and deepening relationships with creators. The company cited the success of recent social media campaigns, including the “Better in Denim” initiative, which generated more than 600 million views and 8 billion impressions in its first month. Damon Berger, Head of Digital Engagement at Gap Inc., said the new program would “balance creator empowerment with cohesive brand storytelling.”
Marketing Dive reported that the company’s focus on micro-influencers is a shift towards more authentic and sustained relationships with creators, rather than short-term promotional partnerships. The structure integrates affiliate incentives with brand-building elements, which makes the program a long-term collaboration tool.
The program aims to provide creators with multi-brand exposure and commission potential while Gap Inc. gains clearer insight into campaign performance. Its success will depend on balancing scale and authenticity.
Featured image courtesy: Gap Inc.