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“Gap’s Viral “Better in Denim” Campaign Powers Biggest Sales Pop in Years” 🚨🚨🚨

GapGAP $24.86 (-1.92%) surged 4% in early Friday trading after delivering a stronger-than-expected Q3 earnings report, signaling a major turnaround for the iconic U.S. apparel brand. The retailer posted a 5% rise in comparable sales — its strongest quarterly growth since the 2017 holiday season — handily beating Wall Street’s 3.1% forecast, according to Bloomberg data.

Adjusted EPS hit $0.62, coming in roughly 6% above consensus estimates. Gap also raised its full-year guidance, now expecting revenue to grow between 1.7% and 2%, up from the previous 1% to 2% range.

CEO Richard Dickson credited the brand’s aggressive marketing refresh for the spike in performance — especially the blockbuster success of its “Better in Denim” campaign featuring global pop group Katseye. The ad exploded across social media after its August debut, generating more than 8 billion impressions and 500 million views, according to Dickson.

The viral momentum translated into “significant traffic” and “double-digit growth in denim,” reinforcing Gap’s strategic pivot toward trend-driven, Gen Z–focused marketing. The campaign’s ability to “bridge the gap” between generations, as noted by Business Insider, highlights the brand’s push to evolve its identity beyond traditional apparel and withstand potential demand pressure tied to earlier tariff concerns.

For a company long viewed as a retail underdog, Gap’s Q3 results suggest the brand may finally be stitching together a sustainable comeback.