GAP seeks to position itself in the youth market through music, specifically by working with singers who are gaining popularity. Earlier this year, to promote its Spring 2024 collection, GAP launched a campaign focused on promoting linen garments with singer Tyla as the protagonist. Tyla, a 22-year-old singer from South Africa, gained significant popularity with her song “Water,” which reached the top of the Billboard Hot 100. To make the campaign even more relevant, they included music from the group Jungle, specifically their song “Back on 74,” which gained over 30 million views on YouTube thanks to its choreography. Learn more about this campaign here.
Following this formula, for its Fall 2024 campaign, the brand focused on promoting its denim garments, featuring singer Troye Sivan as the protagonist. Sivan, also born in South Africa but based in Australia, is currently one of the most popular pop singers, with over 39 million followers across his various social media platforms. For this campaign, GAP aims to showcase the flexibility of its denim garments under the title #GetLoose. To lend credibility to this message, the brand decided to feature some of Troye Sivan’s most iconic dance moves. While Sivan wears pieces from the new collection, he moves to the music of “Funny Thing” by American singer Thundercat. For more details about the garments and this campaign, click here.
Latinos Behind GAP
The choreographer behind this Fall GAP campaign is Brazilian Sergio Reis, who previously worked with Sivan on his “Rush” video, which was nominated for an MTV Music Award in the Best Choreography category. The acclaimed choreographer, part of the Amsterdam-based CDK company, has collaborated with global artists like BTS, developing the choreography for the song “Black Swan,” and Kylie Minogue for the video of her song “My oh My.”
Behind its marketing strategy, GAP has Mexican Fabiola Torres, who joined as Chief Marketing Officer in May of this year. Torres brings extensive experience in the marketing world. Before joining GAP, she served as Senior Vice President for Pepsico’s energy drinks segment, focusing on developing the Hispanic market. She previously held positions at Apple as Vice President of Global Marketing, and at Nike, where she worked for nearly two decades in various roles.