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JanSport, a brand synonymous with school life and youthful adventures, faced a pivotal challenge as its core audience matured. How could we maintain loyalty as our customers move on to college and adulthood? And do that without losing the essence that connected them in the first place?
The key to engaging with Millennials and Gen Z was embracing the brand's heritage while making it relevant for an urban, artistic, and music-loving audience. We shifted away from traditional marketing tactics, opting instead for a strategy centered around real experiences and the genuine pursuit of creativity and community.
