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Bad Bunny\u2019s historic Super Bowl Halftime Show<\/a> last month was an ode to Puerto Rican talent and culture, and Gap is riding that cultural moment.<\/p>\n The brand has collaborated with Grammy-nominated Puerto Rican rapper Young Miko to create a full-length music video for its Spring 2026 campaign.<\/p>\n Directed by Bethany Vargas and shot by Olivia Malone, \u201cSweats Like This\u201d presents a fresh version of Young Miko\u2019s \u201cWASSUP\u201d track. Against a minimal background, 26 monochromatic dancers move freely in grey GapSweats alongside the artist, with choreography by Zoi Tatopoulos.<\/p>\n Fashion styling by Caroline Newell and Alastair McKimm imagines GapSweats as a canvas for creativity. Young Miko wears the brand\u2019s arch logo hoodie and a custom cropped style, while dancers sport a range of fleece-lined sweats, from wide-leg joggers to shorts.<\/p>\n \u201cLatin music has long been a cultural unifier,\u201d said Fabiola Torres, Gap\u2019s global CMO. \u201cIt\u2019s universally energetic, emotional, and deeply connective. Today, it\u2019s shaping global sound, style, and movement.\u201d<\/p>\n Presenting the Spring campaign as a music video \u201callows the brand to live inside culture, not sit next to it,\u201d Torres added. \u201cThe storytelling becomes immersive – the energy and emotion carry the narrative, and the product shows up naturally within Young Miko\u2019s self-expression.\u201d<\/p>\n The film is an extension of Gap\u2019s growing \u201cFashiontainment\u201d ambitions. In January, the retailer hired former Paramount executive Pam Kaufman<\/a> as its first chief entertainment officer to build out entertainment, content, and licensing across music, film, sports, gaming, and cultural collaborations.<\/p>\n “Partnering with an artist like Young Miko aligns with Gap’s broader approach to engaging audiences through storytelling, partnerships, and experiences that blend music, fashion, and celebrity to connect in more meaningful ways,” Torres said. “It lives as entertainment first, with product integrated authentically into that experience.”<\/p>\n Music has long played a central role in Gap’s campaigns. Recent examples include a multigenerational choir<\/a> for the holidays, global girl group Katseye<\/a> honoring music and fashion from the early 2000s, and Troye Sivan<\/a> celebrating denim with a nostalgic and tightly choreographed dance number.<\/p>\n Gap is also attending Coachella Valley Music and Arts Festival for the first time in April.<\/p>\n \u201c[Music] transcends language, geography, and generations. That unity is powerful,\u201d Torres said. \u201cWhen we align with the right talent at the right moment, we\u2019re not chasing relevance – we\u2019re participating in it.\u201d<\/p>\n Gap has been working to recapture its 1990s and 2000s heyday, but Torres insisted the focus isn’t to recreate the past.<\/p>\n “It’s to build forward from our heritage. We’ve centered our strategy on product icons and clear cultural alignment,” she said. “We lead with product. We partner with emerging talent who align with our brand values and who feel authentic.”<\/p>\n Torres took on the CMO role<\/a> in May 2024 after the position had been vacant for two years. Since then, she said Gap has sharpened its brand storytelling and strengthened cultural partnerships.<\/p>\n \u201cWe will continue to elevate icons like sweats and denim, deepen our connection to music and culture, and build experiences that make Gap feel essential for a new generation,” she added.<\/p>\nMusic legacy\u00a0<\/strong><\/h4>\n
Comeback tour<\/strong><\/h4>\n