KATSEYE and GAP’s latest campaign, “Better in Denim,” has become a global phenomenon after the clever yet shady response to American Eagle’s campaign with Sidney Sweeney. Ultimately, the Kpop rising group has sparked GAP’s revival with their influential presence.
The GAP CEO, Richard Dickson, has commented on the declining sales and waning relevance among younger audiences. However, when they decided to make the latest campaign with KATSEYE, the brand’s impressions skyrocketed to new heights.
@gap Better in Denim. This is denim as you define it. Your individuality. Your self-expression. Your style. Powerful on your own. Even better together. Featuring @KATSEYE. “Milkshake” by @kelis Directed by Bethany Vargas. Choreographed by @robbieblue_ Explore the campaign at link in bio. #BetterinDenim ♬ original sound – Gap
Dickson stated that the “Better in Denim” campaign ignited a cultural surge, as the campaign garnered 400 million views and 8 billion impressions across all platforms, and topped TikTok searches. Ultimately: “KATSEYE’s vibrant contribution transformed Gap’s image, propelling the brand back into the global spotlight.”