JanSport Reignites Back-to-School Campaign to Win Over Gen Z

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JanSport is reviving its iconic back-to-school marketing push with a fresh twist aimed squarely at Gen Z consumers. The brand is blending nostalgia with modern social-first content, tapping into digital channels, influencer collaborations, and user-generated storytelling to position its backpacks as both functional essentials and cultural statements for the new school year.

JanSport, the heritage backpack maker, is bringing back its classic back-to-school campaign — but with a playbook designed for today’s digitally native teens.

The brand’s latest effort combines retro-inspired visuals with the cultural language of Gen Z, leveraging short-form video platforms, TikTok challenges, and Instagram Reels to drive engagement. While its core product — durable, practical backpacks — hasn’t changed dramatically, the marketing strategy is deeply tuned to Gen Z’s appetite for authenticity, individuality, and self-expression.

Key elements of the campaign include:

• Influencer Partnerships
• UGC-Driven Storytelling
• Nostalgia + Now

“Back-to-school has always been in our DNA,” said a JanSport spokesperson. “But this generation values brands that see them — not just sell to them. That’s why we’re focusing on content they actually want to share.”

The approach mirrors a broader retail trend in which legacy brands are reinventing annual tentpole campaigns for a social-driven era, where attention spans are short but brand loyalty can be forged through cultural relevance.

With students and parents alike preparing for the academic year, JanSport’s move positions the brand to retain its role as a rite-of-passage purchase — but one that now comes with viral potential.