• by Sarah Mahoney , Staff Writer, Yesterday

Home Depot is rolling out the Home Depot creator portal, a new platform aimed at plugging the retailer deeper into the creator economy — and giving influencers a clearer path to monetize home-improvement content. The launch follows a beta phase that Home Depot says has already brought in “thousands” of creators, with applications now opening to the public.

The portal centralizes opportunities that used to be handled through one-off deals. “This allows someone who may not have a huge following to say, ‘I want to work with The Home Depot,’” a company spokesperson tells Retail Insider. “This is a way for us to work with more creators, to bring them closer to our customers and vice versa.”

Once accepted, creators gain tools for content planning and performance tracking, access to the retailer’s supplier network, and the ability to earn commissions through promo codes connected to products they promote. Home Depot positions its market size — the sixth-largest ecommerce site in the U.S. — as a draw for creators of all sizes.

The move comes as brands look for new ways to break through a marketplace increasingly crowded with influencer deals, declining trust, and consumer fatigue. Home Depot is betting that tying its official launch to the FIFA World Cup will give the program a cultural lift.

“We know our customers love sports, so we’re especially excited to launch this program with our Starting Lineup that will deliver tailored soccer content, such as how to transform your backyard for your own neighborhood soccer matches and viewing parties,” said Molly Battin, senior vice president and chief marketing officer, in the announcement. “The Home Depot Creator portal isn’t just a website — it's a community that drives meaningful engagement with current and future customers.”

The retailer’s starting lineup includes soccer phenom Trinity Rodman, as well as DIY mavens like DIYHuntress and Carlos Flores. While some members will generate typical how-to or project-driven content, others — including athletes — are meant to pull new audiences into Home Depot’s orbit during the World Cup cycle.

The strategy echoes Lowe’s, which launched a similar creator network earlier this year. For Home Depot, the goal is reach: new customers who aren’t actively shopping for tools or décor but may engage with project ideas promoted by creators they already follow. “It expands the horizon for us,” the spokesperson said. “They get to work with us and our suppliers, and we get introduced to their audiences that maybe wouldn’t have followed Home Depot originally.”