Gap – Show me the case

Campaign Diaries

Global

Gap’s Bet on Hailey Bieber and Other Culture-Driven Ads Pay Off, Even as Parent Company’s Sales Drop

Brand: Gap

Campaign: Collaboration with Hailey Bieber and culture-driven advertising

Source: https://www.adweek.com/commerce/gap-hailey-bieber-culture-driven-ads-parent-sales-drop/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=6

Goal: To increase brand visibility and sales through celebrity collaboration

Summary: Gap Inc. showed a mixed financial performance in their second quarter, with a notable 9% increase in net sales for Gap, attributed to their culture-driven advertising campaigns featuring Hailey Bieber. Despite a decline in parent company's overall sales, Gap's targeted marketing approach has proved effective.

Campaign Diaries

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Czech Republic

Gap Leans on Nostalgia. With Hailey Bieber, It Presents a New Denim Collection and Campaign

Brand: Gap

Campaign: The Hailey Jean Collection

Source: https://www.mam.cz/novinky/kreativita-a-kampane/2026-07/gap-sazi-na-nostalgii-s-hailey-bieber-predstavuje-novou-denimovou-kolekci-a-kampan/

Goal: To celebrate nostalgia and the 90s fashion through a denim collection

Media: Television, Online

Summary: Gap has launched a limited denim collection called The Hailey Jean in collaboration with Hailey Bieber, inspired by the relaxed styles of the 90s. The campaign, created with agency Bolded, features a nostalgic aesthetic that links contemporary views on fashion with references to 1996, the year Bieber was born, and includes nostalgic music from The Cranberries. It offers two variations of the jean, available in six colors online.

Campaign Diaries

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90s style collaboration denim fashion nostalgia