Vol. 99 Gap: Denim and dancing 👯

Case Studied
Denim Marketing Done Right   

This year, July and August brought heat and an influx of denim ads. 

For starters, there was the controversial American Eagle ad with Sydney Sweeney. More under-the-radar was the Abercrombie and Old Navy denim campaigns that both focused on self-expression and inclusivity. And then there was Gap, which launched a campaign echoing the similar sentiments of inclusivity and self-expression, but with a nostalgic twist.  

This week, Case Studied explores how Gap made a denim ad that racked up 20 million views within the first three days of release.

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The Brief

Founded in 1969, Gap has long built brand love around American basics. They’ve traditionally taken a talent-forward, choreography-centric approach to their advertising in order to align the brand with the culture. 

This style has worked well for Gap but they’ve adapted their playbook over the years. The brand has focused on taking a social-first approach in recent years to align with younger audiences.  

We saw this in 2024, when the brand partnered with pop star Troye Sivan, who danced to the viral song “Funny Think” by Thundercat. Then, in February of this year, Parker Posey starred in another ad where she danced to Mette’s song “Mama’s Eyes.” 

And for Gap’s global fall 2025 campaign, they partnered with Katseye for another well-choreographed ad to a classic song.

The Execution

Gap’s “Better in Denim” campaign gives a nod to nostalgic styles of the early 2000s. The brand reintroduced its Long & Lean jeans, a popular 2000s item, as well as other styles like the Denim Crop Shell Tank Top and Micro Mini Pleat Skirt. Plus, they made a limited-edition Katseye logo hoodie as part of the launch.  

The main centerpiece of the campaign was a 90-second video spot featuring Katseye and a crew of dancers, all decked in denim. They dance to the 2003 hit song “Milkshake” by Kelis with choreography by Robbie Blue. It’s set in neutral background that’s classic to Gap’s marketing, with the caption, “This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together.”

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Better in Denim launched on a billboard in Times Square and appeared across Gap’s owned and earned media channels globally, including digital, social, email, in-store, and influencer partnerships. 

The Results

Better in Denim racked up 20 million views within the first three days of launch. It’s since surpassed 567 million views and over 8 billion impressions. 

During launch week, it was the No. 1 TikTok search and it’s Gap’s most-liked TikTok/Instagram post to date. And the campaign didn’t set social engagement records just for Gap—Case Studied posted about Better in Denim a few days after launch and that video quickly became our most-viewed post. 

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The earned media attention from the campaign was so strong, it’s estimated to be worth about $1.7 million. And much of that media attention either praised the brand for the thoughtful execution or compared it to the mixed reviews that American Eagle had with their denim campaign (Gap was largely dubbed the winner of the “denim battles”). 

Foot traffic in Gap stores increased by 2.8% during the month Better in Denim launched and was up 8.5% during the first full week after launch. And, unsurprisingly, the Katseye hoodie sold out at lightning speed. 

During Gap Inc.’s Q2 earnings call, CEO Richard Dickson said, “Gap denim had a standout quarter with broad-based strength across the family, fueled by demand… Better in Denim has generated the strongest response to date with 20 million views in the first three days, more views than the full length of our last four releases combined, reinforcing the cultural relevance of the brand.”

The Takeaways

1)  Lead with your heritage.

Gap modernized its music-and-movement language with social-native elements so it felt current without abandoning its roots. It allows them to be both consistent and adaptable with their branding, which helps hold the door open to their OG customer base + new, younger audiences. 

Consider how you can lean on your brand’s heritage in creative ways. Maybe that means giving a small nod to the early days or bringing back one of the first ads you ever ran. Be mindful of using what works and adapting to changing trends.

2) Read the room carefully.

In a time when a competitor’s denim ad drew polarizing “genes/jeans” controversy, Gap’s choice to celebrate style and self-expression (and steer clear of potential provocation) provided a huge differentiator. 

When you’re testing your brand assets, make sure you’re factoring in the temperature of your industry’s ad environment. Lean on both internal and external partners who can be a sounding board. And make sure every asset drives back to the core message of your campaign.

3) Be open to partnering with rising stars.

By choosing Katseye, Gap tapped global relevance without paying a “legacy celebrity tax.” The group brought a new type of energy and audience to the brand, which aligned perfectly with their social-first marketing strategy. 

Take a hard look at your criteria for influencer talent partners and consider how much weight you give follower-count vs. brand alignment. Sometimes, micro-influencers with highly loyal audiences can be just as effective partners as those with millions of followers.

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