A Certain Partnership Just Got a New Number. It Is a Good Number.

There is a retailer. There is a creator. There was a deal, the terms of which this publication has covered at length. What this publication had not yet covered, because the number did not yet exist in the public record, was this: according to ContentGrip, the partnership lifted traffic to a major apparel brand's children's section by 22 percent.

Twenty-two. Not a soft, qualitative lift. Not "meaningful engagement" or "brand-awareness acceleration" or whatever phrase the press release used. A number. A hard one. ContentGrip published it on September 14th, and it joins a growing file of evidence suggesting that whatever you think of the creator in question, and however many lawsuits and discourse cycles currently orbit his name, Jimmy Donaldson moves product. The children of America, apparently, needed khakis. He provided the signal. Old Navy provided the khakis. This is the world we live in now.