Gap Inc. unveils new creator affiliate and advocacy platform

Gap Inc. has launched a new creator affiliate and advocacy platform designed to unite its portfolio of brands—Old Navy, Gap, Banana Republic, and Athleta—under a centralized hub for social media creators. 

Participants will gain early access to new releases, product seeding, exclusive promotions, and the chance to have their content amplified across Gap Inc.’s owned, paid, and social channels. To stay connected, the program will also include newsletters and creator spotlights.

Initially open to U.S.-based creators aged 18 and over with a minimum of 1,000 followers on a single platform, the program is expected to expand internationally in the future.

“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.

Gap Inc. embraces what it calls a “fashiontainment” strategy, which blends fashion and entertainment to engage audiences across generations. The new creator platform extends this strategy, offering influencers and content creators deeper opportunities for collaboration. 

The launch follows several strategic initiatives from Gap Inc., including the expansion of its accessories and beauty categories and the debut of new design collaborations. Recent highlights include Zac Posen’s latest GapStudio collection and Old Navy’s upcoming collaboration with American designer Anna Sui.