- Journeys is looking on younger generations to embrace their style unapologetically with the launch of a brand new brand platform, “Life on Loud,” in keeping with details shared with Marketing 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 includes appearances from influencers Kitty Lever, Sara Fernandez and Angelina.
- Made with creative agency Anomaly, the campaign spans social and digital channels. It follows other marketing efforts from Journeys targeted at Gen Z and comes as more retailers attempt to tap into renewed interest in mall culture.
Journeys is attempting to forge a stronger reference to young shoppers through a brand new brand platform centered on self-expression and individuality. “Life on Loud” sees Journeys continuing to deepen its ties to the music scene, a long-time focus that the brand has nurtured through festival sponsorships and music-driven content. The approach could help Journeys grow loyalty with Gen Z, a key audience that spends more time with music than other age groups, in keeping with Edison Research.
Kicking off “Life on Loud” is a four-minute music video set to a reimagined version 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 only to the unique music video, but in addition to renewed interest in mall culture that has been driven by Gen Z.
Other retailers have capitalized on Gen Z’s rediscovery of malls and in-person shopping via marketing, including Pacsun and American Eagle. Nostalgia has also been a significant industry theme of late — including through remixes of popular hits — as brands 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 today’s remix culture,” 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. Talent was hand-picked by the brand, with a spotlight on authenticity over mass reach, Journeys said within the announcement.
Several influencers, including Kitty Lever and Sara Fernandez, have existing ties to the brand, helping create a throughline in Journeys’ storytelling. For instance, one influencer who previously posted a skit of her “breaking into” a Journeys store is now releasing behind-the-scenes content of herself doing the identical for the music video set.
The campaign is running on social media and digital channels, including Journeys’ website and YouTube. Influencer partners will produce their very own content to amplify the platform. Journeys and Anomaly have adopted a technique of creating “anything but ads” to have interaction Gen Z, the announcement said. Other creative concepts from the retailer and agency include a longform TikTok series called “Jazmine From Journeys,” which tells the story of Bigfoot’s daughter as she navigates her first retail job.
Genesco, parent company to Journeys, reported a net sales increase of 4% 12 months over 12 months to $546 million in the second quarter of its fiscal 2026. Journeys saw comparable sales increase 9% YoY in the course of the three-month period ended Aug. 2. The brand’s strong performance year-to-date led Genesco to boost its full-year revenue outlook.
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