Brand Purpose Creative Works Brand Strategy

Ad of the Day: Kanye West x Balenciaga Gap collection drops in-store

Share
Author

By Amy Houston, Senior Reporter

July 25, 2022 | 4 min read

Kanye West and Gap have released a surreal video ad to raise awareness of a new product drop in its New York store.

Yeezy

Yeezy Gap Engineered by Balenciaga / Yeezy Gap

The Yeezy Gap Engineered by Balenciaga collection is now available for the first time at the retailer’s New York Times Square location.

To coincide with the launch, the rapper released a virtual game experience, had a complete redesign of the store, and sent a fleet of matte black trucks to drop the apparel off in other states.

Yeezy2

For fans of the brand, it’s an exciting moment as it’s the first time the line has been available to purchase in person.

The store itself was completely stripped back to basics, with piles of clothes waiting to be rummaged through – almost like a thrifting experience.

While in the store, customers can play a video game that enables them to dress up avatars in any items from the collab. The experience is also available on mobile and on the official Yeezy Gap website.

The campaign has a utilitarian and minimalistic aesthetic overall. It will now be available in various other US states including Florida, Ohio, Texas and Washington.

Last July Gap closed all of its UK stores after hinting at troubles earlier in the year, with many noting that the standout ads it became known for in the 90s and 00s no longer excited modern-day consumers.

With partnerships with artists including West and Katy Perry, the retailer has been making strides to plug itself back into the pop culture zeitgeist once more.

Interested in creative campaigns? Check out our Ad of the Day section and sign up to our Ads of the Week newsletter so you don’t miss a story.

Brand Purpose Creative Works Brand Strategy

More from Brand Purpose

View all

Trending

Industry insights

View all
Add your own content +