Gap has tapped rapper, singer and songwriter Young Miko for its spring “Sweats like this” campaign.
“We are in a zone. This is another step for us moving at the speed of culture,” said Mark Breitbard, president and chief executive officer of the Gap brand, which has enjoyed a string of nine consecutive quarterly comparable sales gains that executives credit to improved product, marketing and store execution and getting back into, as Gap Inc. CEO Richard Dickson has said, “the cultural conversation.”
“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,” said Breitbard. “Young Miko represents more than a moment. She speaks to a generation and is shaping what comes next. As a true creative collaborator on this campaign, she helped us create a visual extension of her music while positioning GapSweats as a canvas for creativity and self-expression. This is fashion as entertainment.”
Selecting Young Miko for the campaign seems timely and deliberate, considering how Bad Bunny has exploded on the cultural scene, winning Grammys and performing at the Super Bowl. Young Miko and Bad Bunny are both from Puerto Rico.
“‘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,” said Fabiola Torres, chief marketing officer, Gap brand, in a statement. “Music creates unity — it transcends language, sparks joy and brings people together. That shared energy is at the heart of this campaign.”
Breitbard characterized sweats as a “destination category” at Gap. “We love the category,” he said. With Young Miko performing, the campaign “celebrates optimism, dance and movement.” It launched Tuesday as a three-minute music video. “It’s a platform for Young Miko to perform in an “authentic, self-expressive and confident manner,” Breitbard said.
Young Miko in Gap sweats.
OLIVIA MALONE
The music video, directed by Bethany Vargas and shot by Olivia Malone, features choreography by Zoi Tatopoulos. Young Miko’s breakthrough moment was with her 2025 track “WASSUP,” which has surpassed 137 million streams on Spotify. For the Gap campaign, the track was refreshed with a dance-break led by 26 predominately Latin dancers, moving freely in GapSweats.
Young Miko wears the heavyweight and extra heavyweight Gap sweats, including Gap’s iconic arch logo hoodie and a custom cropped style, while the dancers wear a range of fleece silhouettes, from wide-leg joggers to shorts, showcasing the collection’s breadth and styling opportunities.
Young Miko’s sound blends nostalgic influences from early 2000s rap and hip-hop with a modern reggaeton (a Puerto Rican dance music genre) edge, paired with Spanglish lyricism and “infectious hooks,” Gap said. Young Miko has collaborated with artists including Bad Bunny, Kari G, BIA, Central Cee, Katseye, among others, and has opened for Billie EIlish.
“Puerto Rico influences everything I do — the way I talk, express myself, dress, live and see the world. It’s my home and the culture that shaped who I am today,” Young Miko said in a statement. “This music video was an amazing experience, and working with Gap felt natural because they gave me the space to express myself and my culture authentically. It’s such a beautiful way to keep showing love to a song the fans really connected with.”
“Sweats like this” will roll out across Gap’s owned and earned media channels globally, including digital, social, email, in-store, billboards, YouTube, gap.com, Vevo and creator partnerships.
“We’ve showing up with big ideas every season,” said Breitbard, referencing past successful campaigns including “Moves With Linen” and “Get Loose” for wide-leg, baggy denim, both in 2024. Typically, Gap collaborates with an emerging artist. “Young Miko is a rising star. She brings confidence, energy and swagger into the mix with our brand.”
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