JanSport

I worked in-house overseeing a team that worked across JanSport.com, paid media, social, experiential, PR, and retail marketing.

I was hired to help JanSport age its brand up. We embarked on a rebrand and repositioning, inclusive of music and entertainment partnerships with Bonnaroo, SxSW, MGM, and more. At the time, their average consumer was between 6-12. By the time I left, the average consumer was a Millennial college student.

Key projects highlights: JanSport X HUF and JanSport Heritage Series