Gap Highlights Culture Shapers with 'Icons' Campaign and NFT Contest

Dive briefs:

• According to a press release, Gap is featuring culture shapers in its fall campaign called “Icons.” The campaign will launch on his September 6th and will run across his digital media, out-of-home, and Gap branded channels.
• ‘Icons’ engages those who use the platform for change and promotes loose fit everyday wear. Selected for the campaign are New York Times best-selling author Selma Blair, music artist Labrinth, professional racing car his driver Toni Breidinger, actor Lucky Blue his Smith, and model Cameron Russell.
• The campaign also includes an NFT competition, the Gap Logo Remix. The contest gives artists the chance to design a logo for Gap, turn it into an NFT and place it on a hoodie. The campaign is in line with the brand’s long-standing inclusive commitment, and the digital element could help attract younger consumers.

Dive Insight:

Gap’s latest moves and overarching messaging are the brand’s common themes, falling under “modern American optimism” through the line first introduced in 2020. In the adult campaign Individuals, a diverse set of personalities spoke out and spurred change.

In many ways, this fall’s Icons campaign mirrors last year’s effort, taking an influential, star-studded approach that could spark interest in the broader community. Campaign materials include a playful portrait of her, featuring her Labrinth, widely known for her work on HBO’s “Euphoria,” and actress Selma Blair, known as an advocate for those fighting multiple sclerosis. 15 second spot included. Campaigns showcasing the personality will debut on digital channels, outdoors, and on Gap’s brand his channel. Gap is also encouraging consumers to use the hashtag #HowYouWearGap on social media.

Intended to promote loose organic cotton denim, ’70s high-rise flared denim, big white shirts and more, the campaign boasts responsibly made fabrics as the brand battles fast-fashion competitors. mentions the growing interest in sustainability. Reduced spending. But many will pay a price for responsible manufacturing. McKinsey reports that 67% of consumers prioritize using sustainable materials when discussing purchases. Additionally, 63% of consumers prioritize brands that promote sustainable practices.

Taking a step beyond traditional tactics by brands, Gap also launched the Gap Logo Remix project, commissioning artists to design Gap logos. The customer has a say in which design looks best and votes on three designs before he becomes an NFT and is printed on the hoodies sold on the brand’s website. Gap also hosts NFT-interested fans on his very own Discord server. This is another ploy to foster a community that can facilitate access to first-party data, as it appears to appeal to a niche community among Gen Z, Gen Alpha, and Millennials.

Gap previously ventured into the digital space by working with artist Brandon Sines, mastermind behind cartoon Frank Ape, to create an NFT collection based on Gap’s signature hoodie. In July, the company teamed up with French NFT brand Dogami to create a digital pet product. was also included. In May, we also launched the Club Roblox Boutique, designed to replicate the Gap Teen store.

Gap Inc., the parent company of Gap and Old Navy, Banana Republic and Athleta, saw second-quarter sales drop 8% year-over-year to $3.86 billion amid continued economic hardship I reported it. Latest earnings report.Likewise, Gap fell 10% to his $881 million. The decline was due to an imbalanced category mix, store closures and inflationary pressures.