Journeys Revives ’90s Classic in Launch of ‘Life on Loud’ Brand Platform
Journeys has unveiled its new brand platform, “Life on Loud,” featuring a fresh take on New Radicals’ iconic 1998 hit “You Get What You Give.” This initiative seeks to resonate with Gen Z by embracing individual style and a nostalgic nod to mall culture.
Overview of the “Life on Loud” Initiative
- Launch Date: September 15, 2025
- Artist Feature: Gus Dapperton stars in the accompanying music video, which is set in a shopping mall, tapping into the current resurgence of mall culture among younger audiences.
- Involvement of Influencers: The video features influencers Kitty Lever, Sara Fernandez, and Angelina, selected to connect authentically with the brand’s desired demographic.
The campaign, developed in collaboration with creative agency Anomaly, leverages social and digital channels to further engage Gen Z. With this launch, Journeys aims to deepen its ties to the music scene, a strategy backed by historical festival sponsorships and music-driven content.
Key Highlights of the Campaign
- Focus on Self-Expression: The “Life on Loud” platform champions themes of individuality and self-assertion, catering specifically to the values of Gen Z consumers.
- Cultural Touchpoint: By revisiting the classic ’90s anthem, Journeys aims to create a “cross-generational bridge” fostering nostalgia while appealing to contemporary remix culture.
- Creative Marketing Strategies: The brand intends to differentiate itself from traditional advertising, opting for engaging, relatable content that aligns with Gen Z’s preferences.
As part of this strategy, influencer-generated content amplifies the platform, allowing for greater reach and engagement across platforms like YouTube and social media. Noteworthy is the adoption of innovative storytelling methods, including a TikTok series titled “Jazmine From Journeys,” which will resonate with audiences by weaving humor into the retail experience.
This campaign comes as Genesco, Journeys’ parent company, reports a 4% increase in net sales year-over-year, reaching $546 million in the second quarter of fiscal 2026. Strong performance metrics have prompted upward revisions in revenue projections for the year, indicating the efficacy of Journeys’ targeted strategies.
