The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec


By Amy Houston, Senior Reporter

March 19, 2024 | 2 min read

The London-based skate brand has teamed up with the classic American clothing retailer for a new collection aimed at kids and adults.

Gap and Palace have just released their much-anticipated collaboration collection that is inspired by 90s skate culture.

To promote the apparel line, the two fashion brands have released a retro-themed spot that features music icon Mel C (aka Sporty Spice) as a skate mom. The spot follows three kids as they debate if they want to tackle a near-vertical San Francisco hill before they instead opt to go get a coffee. They later meet up with skaters Kanin Garner, Heitor Da Silva and Karl Roberts at a pier for a carefree skate session.

Since the hiring of designer Zac Posen at Gap, the brand has been on a mission to regain its cultural relevance and 90s heyday. A recent ad campaign has featured the likes of South African singer Tyla reprising its famous dancing ads.

Read our interview with Gap’s marketing boss on its unexpected revival.

Creative Creative Works Gap

More from Creative

View all