When a mall becomes the stage
Last week, Journeys pushed their brand platform “Life on Loud” into full volume: they released a throwback‑meets‑today music video shot in a shopping mall. The star of the show is a reimagined version of “You Get What You Give” by the New Radicals (a New Radicals cover), performed by Gus Dapperton. But this isn’t just a remix for nostalgia’s sake, it’s a carefully crafted strategy, one that shows what happens when a brand leans into identity, music, and connection instead of just product.
Why this feels different
Most marketing campaigns feel polished and safe. Journeys went a step further: they centered authenticity. They didn’t just hire huge influencers; instead, they cast micro‑ and mid‑level influencers. People who already had small, real followings, and whose style and voice felt like a natural fit with what Journeys wanted to stand for. They built around the cover, but anchored everything lived‑in stories: the mall culture, the energy, the memories.
Music is central. That New Radicals cover isn’t just a cover, it bridges generations. It taps into nostalgia for people who remember the ’90s, and for younger folks it’s fresh and edgy. The video doesn’t feel like a typical ad. It feels like a mini‑film, a throwback memory with modern twists. It nods to mall culture, to what it meant growing up going there with friends, hanging out, sneaker shopping, food court, etc. Journeys seems to be saying: we see you. We remember what it felt like. We want to create something like that again.
What’s paying off
It’s early days, but signs are promising:
- Journeys reported a year‑over‑year comparable sales increase of 9% for the quarter ending August 2, 2025, inside its parent company, Genesco.
- The campaign is across many channels: the video is online, influencer content is amplifying it, Journeys’ website and streaming platforms tie in with product offerings (sneakers etc.).
- The way Journeys has chosen talent (micro and mid influencer) means lower cost per reach, but often higher engagement, because those influencers come with trust and relatability.
- By using nostalgia combined with modern remix culture (again, centered around that New Radicals cover), Journeys rides cultural trend waves: Gen Z has been revisiting mall culture, throwbacks, remix music, authenticity over polish.
All that adds up: Journeys isn’t just shouting louder, they’re tuning into what their audience already cares about.
Lessons for brands & entrepreneurs
If you’re building a brand, launching a campaign, or trying to grow, here are what Journeys’ moves suggest you could try:
- Find your cultural anchor
Pick something that resonates broadly but has meaning. That cover works because the original song is beloved, nostalgic, and still well‑known; the remix gives it new life. Your anchor could be music, visuals, style, shared memories, etc.
- Lean on authenticity over scale
Big influencers are tempting, but authenticity often wins. Small or mid‑level creators who already align with your values or vibe tend to have more engaged audiences. Journeys doing this gives people a sense of inclusion.
- Don’t treat content as just advertising
Make it feel like entertainment, memory, or art. Journeys created a music video, behind‑the‑scenes content, influencer stories. It doesn’t just say “buy our shoe”, it says “this is who we are, this is your culture, this is what we believe in.” That builds loyalty.
- Use platforms & channels everywhere your audience is
Video, social, website content, influencers, sweep in audio, streaming. Journeys made “Life on Loud” visible wherever young people consume content. Consistency across channels reinforces the message.
- Tie in a story, not just a product
The mall setting, the big video, the memory of growing up, the remix: these are stories. They evoke feelings. Brands that can build emotion often get more than one‑time buyers, they get fans.
- Measure both hard & soft outcomes
Don’t just track sales; also track engagement, social reach, word‑of‑mouth, sentiment. Journeys’ reported 9% comparable sales growth shows that the marketing strategy is doing something real. But the buzz, the cultural resonance may fuel longer‐term loyalty.
What to watch out for
Even good strategies have bumps. A few warning signs:
- nostalgia and remix culture work only when done with respect and sincerity, if you feel fake, people will sniff that out.
- costs of music licensing, video production, influencer management can balloon unless well managed.
- staying relevant means refreshing the story; you can’t lean on one hit forever.
Final thoughts
Journeys’ “Life on Loud” is more than a campaign, it’s a lesson in positioning, identity, and emotional resonance. The New Radicals cover was the spark, but what makes the flame burn is how it’s embedded in culture, storytelling, creativity, and authenticity. For brands and entrepreneurs, that’s the blueprint: don’t just sell a product, give people something to feel connected to.
If you find the right anchor (could be music, could be memories, could be a social truth), and tell that story in real, human terms, your marketing doesn’t have to shout, it will echo.
FAQ’s
How can small influencers move the needle more than famous ones?
Because smaller creators tend to connect more personally with their followers, their posts often get more real engagement for less cost.
Why does remixing a nostalgic hit like the New Radicals cover help a campaign?
It draws people in by tapping into memories, then makes it fresh again, balancing familiar with surprising keeps it sticky.
What’s better — making slick videos or showing behind‑the‑scenes moments?
Showing behind‑the‑scenes gives human texture; people trust what feels real more than what feels just perfectly polished.