Journeys is digging into its music roots for its newest campaign.
Starring artist Gus Dapperton, the Genesco-owned footwear retailer is reimagining New Radicals’ iconic anthem “You Get What You Give” in a throwback music video.
Created alongside creative agency Anomaly, the updated “You Get What You Give” music video takes place in a shopping mall, a nod to both the original video and the rebirth of mall culture, Journeys noted.
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Originally released in 1998, “You Get What You Give” serves as a generational anthem for youth that transcends time. In Dapperton’s hands, it becomes a cross-generational bridge between ’90s nostalgia and today’s remix culture.
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“I grew up shopping at Journeys, and this song was basically the soundtrack to my youth,” Dapperton said in a statement. “It’s always held a special place for me, so getting to bring it back to life with someone as iconic as [New Radicals frontman] Gregg Alexander was surreal. It’s like a thank-you note to the kind of creativity that made me who I am.”
Alexander added in a statement that New Radicals “always wondered” what a 2020s spin on its chaotic ‘90s mall music video might look and sound like now.
“When the iconic legendary director Stillz teamed up with our fave new artist, Gus Dapperton, we were over the moon,” Alexander said. “So much so my New Rad bandmate Danielle and I ran into the studio with Gus to record an indie pop reimagining for their video! When we showed it to Danielle’s 11-year-old twins they literally started bouncing off the walls. Exactly the reaction we hoped for! We hope you dig it too.”
Journeys added that the new music video “sets the stage” for its new brand platform dubbed “Life on Loud,” which invites the next generation of shoppers into the retailer.
“Journeys stands for inclusivity and self-expression and Gus’s reinterpretation of this iconic anthem is the perfect embodiment of those values,” Stacy Doren, chief marketing officer at Journeys, noted. “Our new ‘Life on Loud’ brand platform captures the spirit of our customers: bold, expressive, and authentically dialed up to whatever volume they chose.”
This new campaign comes after Journeys’ parent company Genesco Inc. raised its full-year guidance last month after reporting sales growth in the second quarter.
According to the Nashville-based footwear company, net sales in the second quarter of fiscal 2026 increased 4 percent to $546 million compared to $525 million in the second quarter of fiscal 2025.
Genesco noted that the overall sales increase for the second quarter was driven by an increase of 6 percent at Journeys, an increase of 2 percent at Schuh and a 5 percent increase at Genesco Brands, partially offset by a decrease of 3 percent at Johnston & Murphy.