Gap Inc. has appointed former Paramount executive Pam Kaufman as Executive Vice President and Chief Entertainment Officer, a newly created role aimed at building a large-scale entertainment, content and licensing platform across its global brands.
Kaufman will join the apparel major on February 2 and report to Gap Inc. President and Chief Executive Officer Richard Dickson, the company said in a statement on Thursday.
New role to scale entertainment and licensing platform
The position has been created to develop and expand Gap Inc.’s presence across music, television, film, sports, gaming, consumer products and cultural collaborations, as the company seeks to use storytelling and partnerships to deepen brand relevance and unlock new growth avenues.
The move comes as Gap Inc. works to strengthen its operating foundation and reinvigorate its portfolio of brands, while broadening the ways it connects with younger, culture-driven audiences.
In her new capacity, Kaufman will lead the strategy for Gap Inc.’s “Fashiontainment” platform in close coordination with the company’s brand leadership teams.
Los Angeles office planned to anchor entertainment push
As part of the initiative, Gap Inc. will open a new office on Sunset Boulevard in Los Angeles this spring to embed itself more closely within the entertainment industry.
The hub will support key partnerships and projects and position Gap’s brands “at the center of pop culture,” the company said. Kaufman will split her time between Los Angeles, New York and San Francisco, reflecting the strategic importance of all three markets to the group’s long-term growth plans.
The company has already begun experimenting with entertainment-led collaborations across its labels, including Gap’s “Better in Denim” campaign featuring pop group KATSEYE, Old Navy’s first co-created collection and experience with Disney, and its association with Harlem’s Fashion Row during the NBA All-Star Weekend.
CEO: Entertainment is critical link to today’s consumer
Announcing the appointment, Dickson said entertainment had become central to how consumers engage with fashion brands.
“Fashion is entertainment, and today’s customers aren’t just buying apparel, they’re buying into brands that tell compelling stories and drive cultural conversations,” he said.
“As we reinvigorate Gap Inc.’s house of iconic American brands to drive relevance and revenue, we recognize entertainment is a critical link to the consumer. One we can lean on to create fandoms, inspire movements, and fuel sustained growth,” Dickson added.
“Through Fashiontainment, we are unlocking that potential to take our brands to the next level, and Pam’s discipline, deep expertise, and proven track record in entertainment and licensing make her the perfect fit to help us bring it to life.”
Kaufman: Opportunity to expand how brands connect with people
Kaufman said Gap Inc.’s heritage made the role particularly compelling.
“Gap Inc.’s brands have shaped culture for generations, creating a legacy that is incredibly powerful,” she said.
“What excites me most is the opportunity to build on that foundation, thoughtfully expanding how these brands connect with people through partnerships and experiences over time,” she added.
“I’m inspired to join a company that believes in people and creativity, and to help shape the next chapter of these extraordinary brands.”
Veteran of Paramount with global consumer products experience
Kaufman brings decades of experience in building family-focused and culturally relevant brands across entertainment, fashion and consumer products.
Most recently, she served as President and Chief Executive Officer of International Markets, Global Consumer Products and Experiences at Paramount, where she led a multi-billion-dollar business spanning media, gaming, hospitality, licensing, retail and live experiences in more than 170 markets.
She also serves on the boards of Stella McCartney, Lindblad Expeditions and the Rock & Roll Hall of Fame, roles that have shaped her understanding of fashion, design and cultural storytelling.
Focus on partnerships while brands retain creative control
At Gap Inc., Kaufman will concentrate on leveraging her network across entertainment, licensing and culture to scale partnerships and brand experiences capable of delivering long-term growth.
The company said its brand teams will continue to own creative vision, product strategy and campaign execution, while the new entertainment office will help ideas travel further through the right platforms and industry relationships.
With the appointment, Gap Inc. is signaling a more aggressive push to blur the lines between retail and entertainment, positioning its brands not just as clothing labels but as cultural franchises built on stories, experiences and collaborations.
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