Perreo 101® x Gap — From Cultural Blindspot to Brand Alignment

Client: Gap Inc.
Project Type: Cultural Lecture + A/V Experience
Location: Remote (2022, 2023) / In-Person (2024)
Date: October 2022, October 2023, October 2024
Services: Cultural Consulting, Lecture Development, Creative Direction, A/V Experience

The Objective

Gap Inc. sought to deepen its understanding of Reggaeton culture as the genre continued to shape global fashion and youth identity. At the time, the brand had limited internal knowledge of Reggaeton’s history, cultural roots, and key contributors—creating a gap between their campaigns and the communities influencing them.

The Approach

Perreo 101® developed a culturally grounded lecture and evolving A/V experience designed to educate, contextualize, and inspire internal teams. The approach centered on bridging academic insight with real-time cultural relevance—making the history of Reggaeton both accessible and actionable for a global brand.

Execution

• Delivered Perreo 101® Lecture for Gap (2022) — a foundational cultural deep-dive (remote)

• Expanded into Perreo 101® A/V Experience (2023, 2024) integrating visuals, sound, and storytelling

• Covered the fashion history of Reggaeton through an Afrodiasporic lens

• Highlighted key figures (past, present, future) shaping the genre

• Connected insights to Gap’s 2026 Spanish-language campaign strategy

• Incorporated artist references + creator collaborations across social media

• Transitioned from internal education → in-person immersive experience (2024)

  Results

  • 3-year partnership spanning lecture to full A/V experience

  • Direct influence on 2026 Spanish-language campaign direction

  • Multiple internal team engagements across departments

  • Ongoing collaboration pipeline between Perreo 101® and Gap Inc.

Cultural Impact

Perreo 101® transformed Gap’s understanding of Reggaeton from surface-level awareness to culturally informed strategy. By embedding Afrodiasporic history and contemporary influence into the brand’s internal learning, the collaboration ensured future campaigns resonate authentically with the communities shaping global style and sound.

The Perreo 101® podcast’s popularity among Gap Inc. employees further strengthened internal alignment, reinforcing the brand’s recognition of cultural consulting as essential—not optional—to meaningful collaboration.

Client Feedback

"La gata is clearly the expert of Reggaeton, the time was both joyful and insightful and we would definitely do this again."
— Jorge Ocasio