Justin Breton has begun his role as Vice President of Development at Gap Inc., effective August 31, 2026. In this position, Breton is responsible for the ideation, development, and production of original content across all brands within the Gap Inc. portfolio.
This appointment is a key component of Gap Inc.’s ‘fashiontainment’ strategy, a broader company initiative focused on integrating entertainment, content, and commerce. Breton will report directly to Pam Kaufman, Gap Inc.’s Chief Entertainment Officer, who joined the company earlier in 2026 to lead these efforts.
Breton brings a background in digital content and emerging experiences to his new role. Prior to joining Gap Inc., he served for six years as the Head of Partnerships, Content & Emerging Experiences at Walmart. During his time there, his accomplishments included developing ‘Camp by Walmart,’ launching commerce on the Roblox platform, and establishing the company’s gaming presence.
His career also includes experience at Squarespace, Foursquare, Condé Nast, and Hearst, as well as collaborations with prominent figures such as LeBron James and Elton John. Breton has been recognized for his contributions, notably as one of Ad Age’s ’40 Under 40,’ and is scheduled for induction into the American Advertising Federation’s Hall of Achievement in the fall of 2026.