How Gap Became Cool Again with Fabiola Torres | Live from the Tubi Cabana at Cannes Lions

How do you reinvent one of the world's most iconic brands without losing what made it iconic in the first place?

Recorded live on the Tubi Stage at Cannes Lions, Jim sits down with Fabiola Torres, Chief Marketing Officer of Gap, to unpack one of the most compelling brand turnarounds in retail. Drawing on leadership experience at Nike, Apple, PepsiCo, and now Gap, Fabiola shares how the team rebuilt the brand by focusing on marketing fundamentals, embracing creativity, investing in culture, and reconnecting with consumers across generations.

They discuss why every brand should be treated like a living persona, how partnerships with talent are built on trust rather than transactions, and why the best marketing doesn't chase relevance—it earns it.

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In partnership with Tubi. 

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