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Why The Gap Is Betting Its Future on the Kanye Effect

A deal with Kanye West worked for Adidas. Can it save Gap from bankruptcy?

Kanye West attends the 2020 Vanity Fair Oscar Party.

Imagine the collective sigh of relief from Gap Inc.’s employees and shareholders on June 26. After a Bangladesh factory scandal, a bungled collaboration with designer Telfar Clemens, and employee layoffs and furloughs, their stock price spiked 42% in…



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Herbert Lui

Covering the psychology of creative work for content creators, professionals, hobbyists, and independents. Author of Creative Doing: