Brand

Gap Inc. Unveils Cross-Brand Creator Program

Published on October 9, 2025

Gap Inc. has launched a new creator affiliate and advocacy platform designed to connect content creators with its portfolio of brands: Old Navy, Gap, Banana Republic, and Athleta.

Unlike many transactional affiliate programs, Gap Inc.’s platform serves as a centralized hub for creator engagement across all its brands. The program offers commission-earning opportunities alongside early access to new releases, product seeding, exclusive promotions, and content collaboration possibilities.

Selected creators can have their content amplified across paid, social, and brand-owned channels. Additional features include regular newsletters and creator spotlights, reflecting what Gap Inc. describes as a “reimagined approach to advocacy.”

“Gap Inc.’s affiliate program model emphasizes scaled community advocacy and authentic brand engagement,” Damon Berger, Head of Digital Engagement at Gap Inc., said in the announcement. “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.”

Eligibility and Rollout

The program is currently accepting applications from U.S.-based creators aged 18 or older with at least 1,000 followers on a single platform. Gap Inc. plans to expand the program internationally in future phases. Selected participants can immediately engage with commission-earning affiliate programs and product gifting campaigns across Gap Inc.’s brand portfolio.

Gap Inc.’s program launch follows similar moves by other retailers. Sephora recently introduced “My Sephora Storefront,” a creator-powered affiliate platform allowing influencers to build customizable digital storefronts and share product recommendations directly within Sephora’s channels.

Gap Inc.’s initiative builds on the success of its recent “Better in Denim” campaign, which the company reports generated more than 600 million views and 8 billion impressions in one month. The company frames this approach as “Fashiontainment™,” its signature blend of fashion and entertainment designed to resonate with creators and audiences alike.