From KATSEYE to Young Miko: Has Gap reclaimed its groove?

Gap has partnered with Young Miko for its Spring 2026 campaign, unveiling a music-video-led creative that spotlights the brand’s GapSweats collection while tapping into the cultural influence of Latin music.

Titled “Sweats like this”, the campaign reimagines Young Miko’s breakout track WASSUP through a newly produced music video that blends fashion, choreography and music storytelling. The campaign positions GapSweats as a “uniform” for self-expression, creativity and confidence.

According to Mark Breitbard, president and CEO, Gap brand, the collaboration continues Gap’s tradition of partnering with artists who influence culture. He said Young Miko helped shape the campaign creatively, turning the project into a visual extension of her music while positioning the brand’s sweats as a canvas for individuality.

Don't miss: KATSEYE brings back low-rise denim in Gap dance campaign 

“Gap has a long history of partnering with artists who shape culture — not just through their work, but through the way they connect with audiences,” added Breitbard. “Young Miko represents more than a moment; she speaks to a generation and is shaping what comes next. This is fashion as entertainment.”

Fabiola Torres, chief marketing officer, Gap brand, believes that the campaign lets the brand meet audiences where culture is happening now through music, movement and storytelling. "'Sweats like this' arrives at a defining moment for Latin music — a genre that has long shaped global culture and how people dress, dance, and express themselves across generations. Music creates unity. It transcends language, sparks joy and brings people together. That shared energy is at the heart of this campaign."

Directed by Bethany Vargas and shot by Olivia Malone, the video features choreography by Zoi Tatopoulos and a cast of 26 predominantly Latin dancers. A refreshed version of WASSUP includes a dedicated dance break designed to highlight the movement and versatility of the collection on screen. 

Styling was led by Caroline Newell with image consultant Alastair McKimm, with each dancer wearing monochromatic looks that showcase different silhouettes from the fleece range — from wide-leg joggers to shorts.

Born in Puerto Rico, Young Miko has emerged as one of Latin music’s fastest-rising voices. The GRAMMY- and Latin GRAMMY-nominated artist broke through globally with WASSUP, which has surpassed 137 million streams on Spotify.

The campaign will roll out globally across digital, social, email and in-store channels, alongside out-of-home placements in locations including New York’s Times Square and San Juan, Puerto Rico.

"Sweats like this" follows a string of iconic Gap campaigns that fused music, style, and dance. The Spring ’24 “Linen Moves” campaign spotlighted Jungle’s Back on 74, blending fashion with choreography, quickly followed by “Just Dance,” a back-to-school campaign featuring child dancers showing off classic Gap Kids styles.

A year later, GRAMMY-nominated pop star Troye Sivan joined dance group CDK Company for the “Get Loose. Now Live” campaign, moving in oversized jeans and making music, style, and self-expression central to the story. For Spring 2025, actress Parker Posey, who rose to fame in The White Lotus, danced to METTE’s Mama’s Eyes, while the year-end festive campaign “Give your gift” paired Sienna Spiro with a Gap choir performing Miley Cyrus’ The Climb.

The campaign that truly broke the internet, however, was Fall 2025’s “Better in denim,” which spotlighted Gap’s iconic low-rise and early-2000s long-and-lean jeans. Fronted by global girl group KATSEYE and set to Kelis’ 2003 hit Milkshake, the campaign was choreographed by Robbie Blue, directed by Bethany Vargas, and photographed by Bjorn Iooss, cementing Gap’s reputation as a brand where music, movement, and self-expression collide.

Driving these campaigns is CMO Fabiola Torres, appointed mid-2024 after a two-year leadership gap, tasked with reconnecting Gap to global audiences and putting the brand back into cultural conversation. She was supported by Erika Everett, who recently moved to Athleta as CMO in October 2025.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

Related articles: 
JISOO chooses her wild in new music video with STB and Mandai 
Coca-Cola teams up NewJeans to refresh denim in pop-up laundromat experience  
Nike and Spotify turn music into motivation for girls worldwide