Journeys is launching a Y2K-inspired brand platform called “Life on Loud.” The brand is aiming to celebrate self-expression and individuality while deepening ties with Gen Z’s music obsession. The campaign is debuting with a reimagining of the ’90s hit “You Get What You Give,” starring 28-year-old Gus Dapperton and filmed in a mall—a nod to both the original video and Gen Z reviving mall culture. The spot features micro- and mid-level influencers for an authentic feel, too—we know how much Gen Z loves their nano-creators. Journeys is also starting a TikTok series called “Jazmine From Journeys,” a character who’s the daughter of Bigfoot working her first job, which the brand bills as “anything but ads.” The nostalgic strategy comes as their parent company Genesco reported a 9% sales boost for Journeys, raising its full-year outlook. (Retail Dive)
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