Gap hires former Walmart exec Justin Breton to lead original content strategy

Gap Inc. announced that Justin Breton, who spent six years heading partnerships and emerging experiences at Walmart, will join the retailer as vice president of development effective Aug. 31. Based in New York, Breton will report to Pam Kaufman, Gap’s first chief entertainment officer, and will be responsible for conceiving, green-lighting and producing original content across the company’s brands. The role is part of the “Fashiontainment” strategy driven by CEO Richard Dickson to raise the labels’ profile in pop culture and foster fan communities online.

Breton will coordinate with talent agency CAA and manage relationships with studios, producers and talent. His past work includes Walmart’s “Camp by Walmart” series, a Netflix-adjacent experience, and pioneering commerce on the Roblox platform.