The influencer economy is booming, and Home Depot sees a golden opportunity to tie social media’s shining stars to its in-store offerings. This week, TWIRM is asking: Is Home Depot’s influencer play a sturdy retail media blueprint, or is it built on a shaky foundation?

TWIRM, as every retail media player in-the-know knows, is the This Week in Retail Media podcast, hosted by Kate Dickson, Head of Marketing and Communications, Retail Media, STRATACACHE, and Jonathan Rosen, STRATACACHE’s Global EVP of Retail Media Strategy. Each week, Kate and Jonathan chat across the Atlantic about three retail media stories that excite them, intrigue them and even, sometimes, make them wonder if a retailer’s strategy hits the proverbial “nail” on the head.

The top story this week, courtesy of Digital Commerce 360 and Chain Store Age, is that Home Depot has launched a centralized Creator Portal to help digital influencers—from DIY experts to athletes like US soccer star Trinity Rodman—monetize home improvement content through shoppable links. The rollout aligns with the 2026 FIFA World Cup buildup, signaling a major shift toward content-driven commerce where authenticity and brand partnerships intersect.

For Jonathan, it’s both an exciting and possibly risky move. “You’re putting a lot of energy into these people and tying your brand to them, so the content really better work,” he cautions. Kate agrees that the stakes are high. “Home improvement retail has the potential to be incredibly emotional because it is where quite a lot of people have their hopes and dreams. If Home Depot gets it right, there’s a huge opportunity for them and their partners here,” she says.

From Home Depot, Kate and Jonathan head to Walgreens and discuss its partnership with Rokt to deploy AI-powered post-transactional ads. (Spoiler alert: They’re not fans.) Lastly, they examine a new Pentaleap report showing a 7% year-over-year increase in sponsored product coverage across major U.S. retail media networks.

Click here to hear Jonathan and Kate check the specs on Home Depot’s ambitious influencer strategy.