Gap continues to make music its muse

Combining music and fashion is not exactly an original thought but Gap is making the most of combining the two top cultural interests of its market, beginning with a choreographed music video featuring Troye Sivan eighteen months ago, a multigenerational for the 2025 holidays and global girl group, Katseye’s, revival of Kelis’ Milkshake – and denim.

Now the brand has attached itself to the interest in Latin American music, following Bad Bunny’s Super Bowl halftime show, with another Puerto Rican music artist, Young Miko, in its Spring 2026 campaign – again with a music video choreography.

The new film extends Gap’s “Fashiontainment” ambitions triggered by hiring former Paramount executive Pam Kaufman as its first chief entertainment officer to develop entertainment, content, and licensing across music, film, sports, gaming, and cultural collaborations.

Sweats Like This was directed by Bethany Vargas (who also directed Gap’s holiday and Katseye spots) and shot by Olivia Malone, presents a fresh version of Young Miko’s WASSUP track, with 26 dancers, choreography by Zoi Tatopoulos, fashion styling by Caroline Newell and Alastair McKimm and the GapSweats range as part of the choreography’s visual art.

The film is an extension of Gap’s growing “Fashiontainment” ambitions. In January, the retailer hired former Paramount executive Pam Kaufman as its first chief entertainment officer to build out entertainment, content, and licensing across music, film, sports, gaming, and cultural collaborations.

Sweats like this is running across Gap’s owned and earned media channels globally, including digital, social, email, in-store, out of home billboards across LATAM marketing, NYC, Times Square and San Juan, Puerto Rico, YouTube, Vevo, gap.com and creator partnerships.