The evolution from legacy brand to cultural force
JanSport isn’t just a backpack, it’s a cultural staple.
JanSport has been slung over shoulders for decades, instantly recognizable as the backpack of choice. The challenge was to keep that familiarity but give it new relevance. We leaned into nostalgia while telling fresh, youth-driven stories across fashion, music, and street culture, positioning JanSport as part of today’s creative conversation.
We created bold, visually striking campaigns that leaned into self-expression, adventure, and individuality.
Campaigns pushed self-expression and individuality through bold visuals and high-energy activations. Digital films, social content, and live events put JanSport in places where its audience already lived, from art spaces to music festivals. Collaborations with creators and disruptive placements amplified the message, shifting JanSport from retail staple to lifestyle marker.
We embedded JanSport into culture, making it more than just a product.
The “anticonic” strategy celebrated the brand’s simplicity. Instead of chasing trends, JanSport leaned into its everyday presence, showing how a so-called “basic” object could carry meaning when it became part of someone’s style, story, or community. On TikTok, that idea took root as users remixed and reinterpreted the backpack, turning a familiar product into a shared movement.
The results
TikTok engagement up 65% year-over-year
Search volume up 30%
Launch campaign drove the highest-grossing day in JanSport.com history
Named one of the top five Gen Z brands of the year
