Gap Inc. expands creator programme to employees

The expansion is intended to encourage employees to share their personal experiences with the brands

Gap Inc. has expanded its cross-brand creator affiliate and social media advocacy programme to employees, enabling staff across the business to participate in content creation and affiliate marketing for its retail brands.

The initiative extends the Gap Inc. Creator Program, launched in October 2025, which was developed to strengthen the company's digital presence through creator partnerships and authentic brand storytelling.

Employee advocacy takes centre stage

Employees working in Gap Inc.'s offices, stores and distribution centres can now apply to join the programme. Participants will gain access to social media tools, content opportunities and affiliate programmes across Old Navy, Gap, Banana Republic and Athleta.

The company said the expansion is intended to encourage employees to share their personal experiences with the brands while earning commissions and product rewards through affiliate activity.

Programme builds on creator success

According to Gap Inc., the public-facing Creator Program has generated nearly 30,000 unique social media posts, reaching 154 million users since its launch.

The programme operates through a central platform that provides creators with brand content, campaign opportunities, promotional updates, newsletters and creator spotlights. Content can also be amplified through paid media, social channels and brand-owned platforms.

Focus on authentic storytelling

Damon Berger, Senior Vice President of Marketing Shared Services, Gap Inc.: "Our employees know our brands, products and customers better than anyone. 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."

Gap Inc. said employees participating in the programme will receive guidance on transparency, disclosure requirements and brand standards. The employee initiative builds on the existing Creator Program, which is open to US-based creators aged 18 and over with at least 1,000 followers on a single social media platform.

www.gapinc.com

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