Dive Transient:
- Journeys is asking on youthful generations to embrace their model unapologetically with the launch of a brand new model platform, “Life on Loud,” in accordance with particulars shared with Advertising Dive.
- “Life on Loud” reimagines New Radicals’ 1998 hit “You Get What You Give” with a throwback music video set in a shopping center and starring singer Gus Dapperton. The video contains appearances from influencers Kitty Lever, Sara Fernandez and Angelina.
- Made with inventive company Anomaly, the marketing campaign spans social and digital channels. It follows different advertising efforts from Journeys focused at Gen Z and comes as extra retailers attempt to faucet into renewed curiosity in mall tradition.
Dive Perception:
Journeys is making an attempt to forge a stronger reference to younger consumers by means of a brand new model platform centered on self-expression and individuality. “Life on Loud” sees Journeys persevering with to deepen its ties to the music scene, a long-time focus that the model has nurtured by means of pageant sponsorships and music-driven content material. The method might assist Journeys develop loyalty with Gen Z, a key viewers that spends extra time with music than different age teams, in accordance with Edison Analysis.
Kicking off “Life on Loud” is a four-minute music video set to a reimagined model of the ‘90s tune “You Get What You Give.” The video stars artist Gus Dapperton and is shot in a mall setting, a nod not solely to the unique music video, but additionally to renewed curiosity in mall tradition that has been pushed by Gen Z.
Different retailers have capitalized on Gen Z’s rediscovery of malls and in-person purchasing by way of advertising, together with Pacsun and American Eagle. Nostalgia has additionally been a significant trade theme of late — together with by means of remixes of in style hits — as manufacturers lean on familiarity to ring a bell.
The reimagined “You Get What You Give” is meant to be a “cross-generational bridge between ‘90s nostalgia and right now’s remix tradition,” per the discharge, with lyrics representing what the “Life on Loud” platform stands for.
Background actors, dancers and musicians seen within the music video are all micro- and mid-level influencers. Expertise was hand-picked by the model, with a give attention to authenticity over mass attain, Journeys stated within the announcement.
A number of influencers, together with Kitty Lever and Sara Fernandez, have present ties to the model, serving to create a throughline in Journeys’ storytelling. As an illustration, one influencer who beforehand posted a skit of her “breaking into” a Journeys retailer is now releasing behind-the-scenes content material of herself doing the identical for the music video set.
The marketing campaign is working on social media and digital channels, together with Journeys’ web site and YouTube. Influencer companions will produce their very own content material to amplify the platform. Journeys and Anomaly have adopted a technique of making “something however advertisements” to interact Gen Z, the announcement stated. Different inventive ideas from the retailer and company embody a longform TikTok sequence known as “Jazmine From Journeys,” which tells the story of Bigfoot’s daughter as she navigates her first retail job.
Genesco, guardian firm to Journeys, reported a web gross sales improve of 4% yr over yr to $546 million in the second quarter of its fiscal 2026. Journeys noticed comparable gross sales improve 9% YoY in the course of the three-month interval ended Aug. 2. The model’s sturdy efficiency year-to-date led Genesco to lift its full-year income outlook.
