Gap latest brand to turn employees into creators

Gap Inc. is opening its creator programme to employees, allowing staff across its four brands to earn commission by creating social media content.

From today, eligible Gap employees can apply to join the scheme, gaining access to affiliate opportunities across Old Navy, Gap, Banana Republic and Athleta. The programme first launched in October 2025 for external creators as part of the retailer's wider digital strategy.

Gap said the original initiative has since generated nearly 30,000 unique social media posts reaching 154 million users.

"Our employees know our brands, products and customers better than anyone," Damon Berger, senior vice president of marketing shared services at Gap, said in a statement. "We're giving them a way to become influencers, earning commission and product while sharing what they love."

The original programme required creators to be based in the US, aged 18 or over and have at least 1,000 followers on a single platform. Gap has not said whether employee applicants will need to meet the same follower threshold.

Brands are increasingly expanding creator programmes to include employees.

As previously reported by The Daily Influence, Starbucks recently expanded its Green Apron Creators initiative through a partnership with TikTok. That programme allows employee creators to receive campaign briefs, create branded content and share in advertising revenue through TikTok's new Creator Networks product.