The apparel retailer on Wednesday launched a creator affiliate and advocacy platform for Old Navy, Gap, Banana Republic and Athleta to burnish their cultural influence.
For now, the program is open to U.S.-based creators 18 years or older, with at least 1,000 followers on a single platform, though there are plans to expand internationally. There is a centralized hub for all Gap Inc. brands, with “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.” Those selected could earn commission or access to product gifting campaigns, per the company’s press release.
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. Modeled to create community, it will offer 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. To stay connected, the program will also include newsletters and creator spotlights. This reimagined approach to advocacy reflects Gap Inc.’s commitment to providing creators with both flexibility and meaningful opportunities to engage with its brands, shaping culture together.
“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. recently announced 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.
