The Home Depot launched a new creator portal this week, a hub where creators can access content inspiration, campaign opportunities, and expertise to build content around home improvement, DIY projects, and decor tips.

• The Home Depot is touting the portal as a place where creators can use training resources, best practices, branded hashtags, curated collections, and product catalogs to maximize their visibility.
• The platform enables creators to earn commissions through shoppable links, access tools to maximize content opportunities, and track performance.

Why it matters: The creator economy is entering a new phase where retailers aren’t just tapping into creators for reach, but building infrastructure that embeds creators directly into the shopping experience.

• Walmart recently launched Walmart Creator, an affiliate program that helps creators earn money by sharing and recommending products.
• Last year, Pacsun introduced the Pacsun Collective, a community of content creators and artists that will help shape campaigns and merchandise.

“As brands continue to move from awareness to transactions, CMOs will double down on strategies that connect creators directly to revenue,” said Brit Starr, CMO of CreatorIQ.

• Over half (52%) of social users worldwide visited a brand’s website after discovering a product or service via a creator, found March data from EMARKETER and impact.com.
• Over a fifth (21%) have bought an item immediately via a creator’s link or code.

For creators, Home Depot's portal streamlines the partnership process, helping them focus on making better content while getting paid more efficiently.

• 45% of creators worldwide seek partnerships with high-quality brands and 40% value the ability to trial a product to ensure authenticity, according to July data from Ipsos, Snap Inc. and Publicis Media.
• Supportive collaboration and open communication are also top priorities.

Eyes on the ball: Looking ahead to the 2026 FIFA World Cup, The Home Depot’s initial creator lineup aims to build excitement. The Starting Lineup includes creators like Dude Perfect, DIY Huntress, Grill Dads, and US women’s national soccer team member Trinity Rodman.

• 1.5 billion viewers watched the last World Cup final in 2022, per official FIFA data.
• US brands will invest $3.75 billion in soccer this year, $2.08 billion of which will be via advertising, reports Portada.

As brands increase investment and fan engagement surges, Starr predicts creators will play a pivotal role in global sports moments.

“Creator-led coverage will rival traditional broadcasters, especially in short-form,” she said. “For the 2026 World Cup, CMOs will treat creators as primary distribution partners, not ‘add-ons,’ fueling real-time storytelling that reaches young fans traditional media often misses.”

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