How Journeys Tapped Karl Jacobs to Lace Up with Gen Z Gamers
JOURNEYS
Creator Ambassador
Journeys has always prided itself as a leader in youth culture, as evident through their powerful skateboarding and music influence during the early 2000s. They approached Open World when it was time to expand their cultural footprint into gaming as a means to expand into Gen Z.
Open World built a gamer-focused marketing strategy by centering on Karl Jacobs, a Gen Z voice whose self-expression and audience aligned with Journeys’ target consumer.
Open World developed a 360 partnership that included retail activations, custom content around key moments like Back to School, and a product collaboration with Vans which collectively sparked Journeys fandom amongst his massive community, driving sales across brick and mortar and ecommerce.
If you're a brand looking to build awareness with a new audience through a large creator partnership, reach out to Open World.
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Open World’s even-handed approach was a major selling point for Journeys as the brand explored potential agencies and partners for its gaming push. The type of gamers they brought us were not on their roster. For me, that was huge credibility, because they’re not selling all parts of Loaded/Open World as a business — they were most interested in making sure they were serving Journeys first.
Kari Irons / SVP of Marketing, Journeys
