Gap has struck a multi-year partnership with boy band Just Your Type (JYT), marking the first deal under parent company Gap Inc.’s push into entertainment.
The collaboration launches Gap Inc.’s Fashiontainment platform and is the first major initiative under chief entertainment officer Pam Kaufman, who joined the company in the newly created role in February. Kaufman oversees Gap Inc.’s new entertainment division aimed at expanding how its brands show up in pop culture and media.
The partnership with JYT will span original entertainment, fan experiences, social content, and fashion.
Gap will co-produce a multi-episode docuseries following JYT behind the scenes, and next month, JYT will kick off a national mall tour with live performances and fan activations at select Gap stores.
