Dive Brief:
- Journeys is calling on younger generations to embrace their style unapologetically with the launch of a new brand platform, “Life on Loud,” according to 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 mall 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 try to tap into renewed interest in mall culture.
Dive Insight:
Journeys is attempting to forge a stronger connection with young shoppers through a 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, according to 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 original music video, but also 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 major industry theme of late — including through remixes of popular hits — as brands lean on familiarity to strike a chord.
The reimagined “You Get What You Give” is intended to be a “cross-generational bridge between ‘90s nostalgia and today’s remix culture,” per the release, with lyrics representing what the “Life on Loud” platform stands for.
Background actors, dancers and musicians seen in the music video are all micro- and mid-level influencers. Talent was hand-picked by the brand, with a focus on authenticity over mass reach, Journeys said in 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 same 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 own content to amplify the platform. Journeys and Anomaly have adopted a strategy of creating “anything but ads” to engage 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% year over year to $546 million in the second quarter of its fiscal 2026. Journeys saw comparable sales increase 9% YoY during the three-month period ended Aug. 2. The brand’s strong performance year-to-date led Genesco to raise its full-year revenue outlook.
