Gap Inc. expands creator affiliate program to employees

Gap Inc. is expanding its creator affiliate and social media advocacy program to employees, allowing staff across its portfolio of brands to earn commissions and share branded content as the company continues to invest in creator-led marketing.

Beginning July 22, eligible employees working across Gap Inc.’s offices, retail stores and distribution centers can apply to join the Gap Inc. Creator Program, gaining access to affiliate opportunities, social sharing tools and branded content across Old Navy, Gap, Banana Republic and Athleta.

The expansion builds on the Gap Inc. Creator Program, which launched in October 2025 as part of the company’s digital-first strategy and broader effort to reinvigorate its brands. According to the retailer, the public-facing program has generated nearly 30,000 unique social media posts, reaching approximately 154 million users.

“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.” 

When it launched last year, the Gap Inc. Creator Program was open to U.S.-based creators aged 18 and older with at least 1,000 followers on a single social media platform.

Gap Inc. said the platform serves as a centralized hub where creators and advocates can access product information, campaign assets, promotional opportunities, newsletters and creator-focused content across its four brands. Content created through the program may also be amplified through the company’s paid, social and owned marketing channels.