Gap Inc. expands creator affiliate and advocacy program to employees
Gap Inc. is inviting its employees to become brand advocates and content creators.
The apparel giant has opened up its creator affiliate and social media advocacy program to employees, providing them with a new to engage with the company’s brands: Old Navy, Gap, Banana Republic and Athleta. They will also be able to earn commissions.
Gap Inc. described its creator program — originally launched in October 2025 for U.S.-based creators, 18 years or older, with at least 1,000 followers on a single platform such as TikTok or Instagram — as part its “digital-first strategy and brand reinvigoration journey.” The company said the program has lifted its digital presence through nearly 30,000 unique posts reaching 154 million users.
The program offers access to brand content, product storytelling, social media opportunities, promotions, newsletters and creator spotlights. It also offers the ability for content to be amplified across paid, social and brand-owned channels.
Employees across Gap Inc.’s offices, stores and distribution centers may now apply to join the program, access social sharing tools and content opportunities, and participate in affiliate programs across all brands. Participants will receive clear program guidelines, including expectations around transparency, disclosure, and brand standards.
"Our employees know our brands, products and customers better than anyone,” said Damon Berger, senior VP, 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."
Gap Inc.’s social media advocacy platform serves as a centralized hub for creators and advocates to engage across Old Navy, Gap, Banana Republic and Athleta. The program offers access to brand content, product storytelling, social media opportunities, promotions, newsletters and creator spotlights, as well as the ability for content to be amplified across paid, social and brand-owned channels.
As of May 2, Gap Inc. had nearly 3,500 store locations in about 35 countries, of which 2,477 were company-operated.
