Gap Inc. Expands Creator Program to Employees Across Four Brands

On July 22, Gap Inc. announced the expansion of its cross-brand Gap Inc. Creator Program to employees.

The initiative spans four of the company’s brands—Old Navy, Gap, Banana Republic and Athleta. Beginning the same day, employees working across the company’s offices, stores and distribution centers became eligible to apply for the program.

Summary

Nearly 30,000 Posts Reach 154 Million Users

The Gap Inc. Creator Program initially launched in October 2025 as part of the company’s digital-first strategy and ongoing brand reinvigoration efforts. It was originally open to U.S.-based creators aged 18 or older with at least 1,000 followers on a single social media platform.

According to Gap Inc., the public-facing program has generated nearly 30,000 unique posts reaching 154 million users.

The platform was created to strengthen relationships with creators, amplify authentic storytelling and extend the reach of Gap Inc.’s “Fashiontainment” platform, which connects brands, culture and community.

Turning Employees Into Brand Storytellers

Through the expansion, employees with first-hand knowledge of the company’s brands, products and customers can participate as content creators and brand advocates, drawing on their personal style and genuine affinity for the products.

Participants will gain access to social sharing tools, content opportunities and affiliate programs across the four brands. A centralized platform will also provide brand content, product storytelling, promotions, newsletters and creator spotlights.

Content produced through the program may be amplified across paid media, social platforms and brand-owned channels.

“Our employees know our brands, products and customers better than anyone,” said Damon Berger, SVP, Marketing Shared Services at Gap Inc. “By expanding this program to eligible employees across our offices, stores and distribution centers, we’re giving them a way to become influencers—earning commission and product while sharing what they love and bringing our brands to life through authentic storytelling.”

Bringing Brand Advocacy Into the Workplace

Participants will receive clear guidelines outlining expectations around transparency, disclosure and brand standards. The structure is intended to ensure that relationships between the company and employee creators remain clearly communicated as employees take part in content creation and affiliate activities.

By extending a platform previously centered on external creators to the people working closest to its brands, Gap Inc. is entering the next phase of its community-powered storytelling strategy—using employees’ individual perspectives to strengthen connections among its brands, workforce and customers.

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