The evolution from legacy brand to cultural force
JanSport isn’t just a backpack—it’s a cultural staple.
Reimagined for a new era, we blended nostalgia with fresh, youth-driven storytelling that resonated across fashion, music, and street culture. Our goal was to evolve JanSport from a legacy brand into a cultural force that felt as relevant today as it did decades ago.
We created bold, visually striking campaigns that leaned into self-expression, adventure, and individuality.
From immersive digital content to high-energy activations, we built narratives that felt organic, authentic, and deeply connected to JanSport’s audience. Through influencer collaborations, trend-driven social strategies, and disruptive media placements, we amplified JanSport’s presence beyond retail—positioning it as a lifestyle brand.
We embedded JanSport into culture, making it more than just a product.
By tapping into music festivals, art spaces, and streetwear communities, we transformed JanSport into a symbol of creative freedom. Every campaign was designed to feel unexpected yet familiar, ensuring that the brand remained a key part of cultural conversations. Our ‘anticonic’ strategy embraced ‘basic’ as a superpower—turning simplicity into a community-driven movement and redefining how JanSport engages across TikTok and social media.
The results speak for themselves.
We landed JanSport as one of the top five Gen Z brands of the year and catapulted it into industry fame. TikTok engagement skyrocketed 65% YOY, search volume increased 30%, and our launch campaign drove the highest-grossing day in JanSport.com history. More than a campaign, this was a brand evolution—one that reshaped the conversation around what it means to be iconic.
