Journeys, the renowned retailer, is igniting a wave of nostalgia and contemporary self-expression with the debut of its \"Life on Loud\" initiative. Central to this launch is a fresh interpretation of New Radicals' iconic 1998 anthem, \"You Get What You Give.\" This innovative campaign underscores Journeys' enduring legacy as a hub for youth culture, where individuality and style converge. The accompanying music video, steeped in classic mall aesthetics, reinforces the brand's deep connection to this quintessential teen environment.
Journeys Revives 'You Get What You Give' for New 'Life on Loud' Campaign, Embracing Youth Culture and Mall Nostalgia
In a dynamic move to resonate with contemporary audiences, Journeys has initiated its \"Life on Loud\" platform, marked by a captivating reimagining of New Radicals' 1998 hit, \"You Get What You Give.\" This new rendition is spearheaded by indie artist Gus Dapperton, who collaborated with Gregg Alexander and Danielle Brisebois from the original New Radicals. Their joint efforts resulted in an indie-pop infused update of the classic track.
The campaign's visual centerpiece is a music video, skillfully directed by STILLZ (known for his work with Bad Bunny) and brought to life through the creative vision of Anomaly. Filmed within the familiar confines of a shopping mall, the video intentionally echoes the original 1998 production, which famously portrayed a youthful rebellion in the Staten Island Mall. This setting symbolizes a space where young people discover and express their unique identities, a theme deeply ingrained in Journeys' brand philosophy.
The original \"You Get What You Give\" gained renown for its optimistic spirit and a call for youthful empowerment, enduring as a '90s classic and even making a notable reappearance at the 2021 U.S. presidential inauguration. Journeys, with its extensive network of over 800 stores across the U.S., Puerto Rico, and Canada, has historically served as a gateway to youth fashion, offering popular brands like Vans, Converse, UGG, and Birkenstock. The \"Life on Loud\" platform officially codifies this decades-long mission: to provide a vibrant space where young individuals can experiment with style and self-expression, much like trying on a pair of new sneakers. By integrating STILLZ's modern artistic approach, the campaign successfully bridges '90s nostalgia with a fresh, 2025 sensibility, showcasing how mall culture continues to be a dynamic arena for subcultures to flourish.
This initiative from Journeys offers a profound reflection on the enduring power of music and cultural touchstones. By re-envisioning a beloved anthem and contextualizing it within the familiar yet evolving landscape of mall culture, the campaign adeptly captures the essence of youth identity across generations. It serves as a reminder that spaces like shopping malls, often dismissed as mere commercial centers, can also be vibrant incubators for self-discovery and collective expression. The collaboration between established and emerging artists further highlights a continuous dialogue between past and present, inspiring a renewed appreciation for how individuals find their voice and style in a constantly shifting world.