Gap is becoming one of the most interesting brand case studies in America right now.
After taking a very public hit from the fallout of their Kanye partnership, the 57-year-old apparel company could have played it safe. Instead, it leaned harder into culture. There’s a lot marketers can learn from this moment.
Under Richard Dickson, Gap isn’t just selling hoodies again, it’s rebuilding relevance. The strategy is clear: stop acting like a traditional retailer and start behaving more like an entertainment company.
You can see it everywhere: Zac Posen is dressing Kendall Jenner in Gap at the Met Gala and music-driven campaigns with Jungle, Troye Sivan, Young Miko, and Katseye are all creating buzz. Plus, they had a standout out activation at Coachella that is replicable and scalable.Now, Old Navy is tapping mother-daughter duo, Paris and Kathy Hilton, in a new campaign that’s already cutting through.
This isn’t doing random celebrity marketing, it’s a coordinated effort to rebuild emotional connection through storytelling, music, entertainment, and an always-on news cycle.This week, Gap doubled down again by hiring former Paramount executive, Lourdes Arocho, as SVP & Head of Licensing to help connect the company more deeply to entertainment, sports, and the cultural moments shaping the conversation. The company is clearly working hard to build more culture capabilities in-house.Dickson said it best this weekend in the The New York Times business section: “Being aware of pop culture, content, art, theater, music, entertainment… you become more relevant.”
That line says it all. And, importantly, these campaigns don’t feel like traditional ads. For instance, nobody is talking about fleece pricing or denim discounts. They’re talking about the feeling, the visuals, and the soundtrack to the moment we’re in.
That’s central to Gap’s shift. The best culture marketing today doesn’t interrupt entertainment, it becomes entertainment.Even though entertainment marketing remains harder to measure than straight performance marketing or influencer campaigns, Gap appears to be putting real frameworks in place around it. Dickson noted that the company tracks everything in real-time; from brand love to search behavior and consumer sentiment.Ultimately, when you shift culture, business results follow. The biggest KPI is, of course, that sales are climbing. But the brand heat is climbing in kind, as are consumer conversations.
That’s not luck, that’s what happens when a company understands the modern consumer's passion points and wants to participate in that feeling, not just advertise around it. In this environment, brands have a unique opportunity to make art rather than simply borrowing from artists. These types of orchestrations are replicable on both larger and smaller scales.We’ve been beating this drum for a while now.
Back in 2021, I told AdAge that more companies would eventually need a Chief Entertainment Officer. A few short years later, Gap is becoming one of the clearest examples of that thesis.So don’t be surprised when more brands follow suit and begin putting their own creative spin on this. If you’re launching a new product, trying to create attention with your campaign, or trying to transform your business, leveraging entertainment marketing needs to be a big part of your marketing stack.
BEATS
The visionary pop star is teaming up with the London-based tech disruptor to challenge industry monotony, kicking off with a massive new campaign. (Hypebeast)
By supporting businesses who are self-reliant by choice, not just necessity, SD champions the musicians and creative works that drive culture forward. (Music Ben)
Liquid I.V. wants to make this the summer of “yes” and remind people that life’s best moments are better when you’re properly hydrated. The Unilever-owned brand has launched its summer campaign, “Say Yes,” in partnership with British R&B group FLO. (Adweek)
We’re a real boy band, what do you guys think?” Zachary Sobania shouted from the stage of the Bowery Ballroom, flanked by two bandmates, all wearing light-pink velour track suits and lemon-yellow sneakers. (Washington Post)
Last week, the AI music world concluded a global song contest, launched two more, while unveiling a social music network, a collaborative platform, and shared listening features — all independently, all signaling that the people building AI music believe its future is communal. (Zinstrel)
Libera Awards Presented By Merlin Announce 2026 Lifetime Achievement Award Recipients And Performers
Now in its 40th year, Nettwerk Music Group has become one of the most influential independent music companies in the world, known for its artist-first philosophy and forward-thinking approach to building sustainable careers. (Celebrity Access)
Universal Music Group’s latest deal aims to “amplify Singapore’s appeal as a must-visit destination”, but Warner Music Group’s wants to “showcase Thailand’s appeal to the world through music”. (Music Ally)
Billie Eilish has brought her 3D documentary film HIT ME HARD AND SOFT: THE TOUR, co-directed by James Cameron, into Roblox through an immersive activation that blends cinema, gaming and live music in a single virtual environment. (Marketing Interactive)
A tangerine-hued sequel to its blue Portable CD Player, the music shop of Japanese label BEAMS presents its latest analog tech exploration. (Hypebeast)
BYTES
How do you control a crowd of roughly 2 million concertgoers? WSJ spoke with two crowd control experts who broke down the hidden engineering they would use to manage audiences attending Copacabana Beach’s free concerts.
Curated by Coldplay's Chris Martin and produced by Global Citizen, the show will raise funds for the FIFA Global Citizen Education Fund, improving access to quality education and football for children around the world.
The city is happening right now. Most apps just let you watch it. Arkzphere is where you drop in - a real-time social feed built around what’s actually going on near you. No followers. No likes. Just Scenes.
Shakira and Burna Boy collaborated on "Dai Dai." It's the Colombian star's fourth song associated with a World Cup, 16 years after she made a splash with "Waka Waka (This Time for Africa)."
SPIN IT BACK
My mother always told me, 'With one behind, you can’t sit on the whole world,' and I really took it to heart.
This week's newsletter was carefully curated by the Nue Agency staff and our editor Rachel Meisner. If you think we missed something this week or have any suggestions/comments for next week's newsletter, let us know!