Some artists immerse themselves in their creations. Kanye West (or Ye) released the first ever Yeezy Gap ad for a new product based on the rapper’s hit song, “Heaven or Hell”. The ad itself is a clip from the official music video, following faceless individuals wearing dark hoodies. The hoodies featured in the music video and commercial are actual Gap products, allowing fans to become part of the artist’s vision and integrating themselves into the world created in his music video.

Gap’s partnership with Kanye West has benefitted from his influence. From the marketing, to the product itself, this launch locks onto the superstar’s massive audience and taps into their love for everything Yeezy. This brand effort also serves as an example to marketers worldwide. How can you make the most of your celebrity partnership?