New Back-to-School Campaign Brings Together Gen Z Musicians, Creators and Athletes to Reject Algorithms, Labels and Perfection in Favor of Self-Expression
Today, Journeys announced “Turn It Up,” its new back-to-school campaign starring Madison Bailey, Anna Cathcart, Sky Brown, Ocean Brown, Samara Cyn and INJI. The latest chapter of the brand’s Life On Loud platform celebrates experimentation, individuality and the journey of self-discovery.
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L to R: INJI, Sky Brown, Samara Cynn, Madison Bailey, Anna Cathcart
Rather than telling young people who to be this school year, Journeys is encouraging them to try on as many versions of themselves as they want.
Set inside a school transformed by the unexpected, “Turn It Up” turns familiar back-to-school rituals upside down. Hallways, cafeterias and school buses become spaces for creative disruption as Bailey plays three versions of herself, Sky and Ocean Brown skate through the chaos, and ordinary school-day moments are remixed into something louder, unexpected and more alive.
The campaign responds to a tension facing young people today: despite having more ways than ever to express themselves, teens are constantly being categorized, optimized and served more of the same. “Turn It Up” pushes back against the algorithms, conformity and perfectionism that can stifle exploration, positioning personal style as a space to experiment and Journeys as the place to try on what comes next.
“Young people are constantly being told who they should be and what they should look like,” said Journeys CMO Stacy Doren. “We want Journeys to be the place where they can tune out that noise, try something new and figure out what feels like them. ‘Turn It Up’ is about giving the next generation the freedom to turn up the volume on who they are.”
The cast reflects that idea. Rather than center the campaign on a single spokesperson or one definition of what is “in,” Journeys brought together actors, musicians, creators and athletes whose careers and personal styles resist easy categorization.
“What I love most about Journeys is that it celebrates self-expression without putting you in a box,” said Madison Bailey. “We’re all constantly growing and evolving, and this campaign captures that so well. Playing three different characters was a lot of fun because it reflects the way I express myself through style and how I'm always experimenting with new looks.”
Adidas Ambassador Anna Cathcart sees playing characters on TV as a great way to experiment style without fear. “Getting to play characters is a fun time to try something out,” she said. “It feels like I can be a little bit more courageous and a little bit more fearless.” The campaign is also a full-circle moment for Cathcart, who grew up shopping at Journeys.
The campaign will come to life across CTV, digital, social, retail and experiential, supported by an expanded social content series that takes audiences behind the scenes with the cast, including Bailey’s three characters, Sky and Ocean Brown’s sibling dynamic, original skate content and more.
“Turn It Up” builds on strong momentum for the Life On Loud brand platform and marks Journeys’ biggest expression to date, advancing its position as the place that helps young people move from one version of themselves to the next.
The campaign was created alongside creative agency Anomaly.
This school year, don't just show up. Turn up. Journeys Life on Loud.
About Journeys
Journeys is a multi-branded specialty footwear retail leader operating more than 800 stores across the U.S., Puerto Rico, and Canada. Journeys caters to teens and young adults that want to stand out or fit in, with the latest styles influenced by the spirit of youth culture. It’s the one-stop for carefully curated selections from brands like adidas, Nike, New Balance, UGG, Birkenstock, Converse, Vans, Doc Martens, Puma, and more. The Journeys shopping experience goes beyond the average retail environment, it’s an extension of the teen lifestyle. Every store is designed to welcome, inspire, and include each shopper. Self-expression isn’t just accepted, it’s encouraged through shelves of unique merchandise, exclusive digital content, and a friendly staff that reflects the company’s values. Journeys is a division of Genesco Inc.
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Contacts
The Lede Company | Journeys@ledecompany.com
