Our partnership with JanSport spans over ten years, thousands of pieces of created content, and multiple continents. This year we are more excited than ever to bring things back home to create a campaign that reintroduces the SuperBreak and Hatchet backpacks.
The SuperBreak’s design has earned worldwide acclaim, MOMA recognition and true icon status by simply being the perfect everyday backpack. To almost everyone in the world, SuperBreak IS backpack. They’re synonymous. But this success brings with it a catch-22: how do we reintroduce and redefine an icon for modern consumers, who are often reminded only of their childhood?
For a universal icon, almost no one knows the name SuperBreak—this realization spawned an idea that became the core of our messaging campaign, making SuperBreak a verb that lives in the most important moments in our lives. Kinda like our backpacks.