Global gaming company Loaded has facilitated the multi-faceted deal with the creator and On board to lead Journeys’ foray into gaming
NASHVILLE, Tenn., March 31, 2022 /PRNewswire/ — Journeys, the leading retailer of specialty footwear for teens, announced that one of today’s top streamers and popular gamers, Karl Jacobs (@karljacobs), will advise the company as a creative ambassador. With a total of over 28M followers across all platforms, Karl will leverage his gaming and retail experience, as well as his personal passion for the brand, to introduce Journeys to the vast gaming community.
Karl will work closely with the Journeys team to develop and support content strategies and digital marketing initiatives that resonate with the gaming community throughout 2022, including summer, back-to-school and holidays, among others. He joins Journeys after an impressive year of growth for the business, which saw the retailer set an all-time record for sales and operating profit for 2021. As the business expands to new audiences, Karl brings his authentic perspective as an active gamer and streamer. with information on digital content and social strategy for this specific audience.
He originally rose to prominence as a member of MrBeast’s on-screen talent team, Karl Jacobs quickly became one of the most beloved and watched internet creators on the planet. As a gamer, podcast host and creator, Karl is the second most watched streamer simultaneously on Tic and his podcast, “Birding with Sapnap and Karl Jacobs“recently debuted at number 1 on the Spotify Podcast Charts. A self-made entrepreneur, Jacobs successfully launched his own line of products in late 2021 with the support of fans and other creators. Karl’s passion for connecting with audiences at the intersection of creativity and play aligns perfectly with Journeys’ ethos: to empower and nurture the next generation.
“We are delighted to have Karl Jacobs join the Journeys family. He immediately stood out to us as someone who shares our passion for creativity, authenticity and self-expression – with unparalleled enthusiasm and a work ethic to match. He will play a vital role in our strategic approach to presenting ourselves and engaging with the gaming community in an authentic and meaningful way,” said Kari Irons, senior vice president of marketing at Journeys. “The game is fueling youth culture right now and we know we need to first earn our place and build trust with the community. We are thrilled with the value and expertise Karl brings to guide us through this and also for our partnership with the game company Loaded in connecting us with creators and content partners like Karl, who share our core values and want to build lasting partnerships and relationships.”
Karl Jacobs added, “As the new Creative Ambassador for Journeys, I’m thrilled to combine my love for gaming, creativity and fashion to introduce the brand to a new generation of gamers as well as the general public.”
Partnering with Karl is part of Journeys’ larger initiative to continue to serve as an extension of teen lifestyles. Global gaming company Loaded identified Karl as the perfect gaming partner for Journeys based on its proprietary data technology and helped facilitate the deal for Journeys with Karl’s management company, Night Media. Loaded also serves as a brand consultant for the retailer, developing creative and content strategies for Journeys as it makes its foray into gaming.
“Loaded’s brand advisory business helps brands like Journeys enter the gaming zeitgeist in a more strategic and authentic way. Journeys understands that working with the gaming community doesn’t have to be simply a one-time campaign, but a long-term initiative that is integrated into a brand’s marketing strategy,” said Nadia Tsen, Vice President of Strategic Partnerships at Loaded. “We’re excited to continue working with Journeys on how they engage new audiences through game, creator and content partnerships.”
ABOUT THE TRIPS
Journeys is a leading teen specialty retailer with a focus on fashionable and affordable designer shoes, apparel and accessories. With over 800 stores across the United States, Porto Ricoand Canada, Journeys is for a teenager who wants to stand out or fit in, with the latest styles influenced by the spirit of youth culture. It’s the one-stop-shop for carefully curated selections from brands like Converse, Vans, Crocs, Birkenstock, Adidas, UGG, and more.
The Journeys shopping experience goes beyond the average retail environment, it’s an extension of the teenage lifestyle. Each store is designed to welcome, inspire and include every shopper. Self-expression isn’t just accepted, it’s encouraged with unique merchandise shelves, exclusive digital content, and friendly staff who reflect company values.
Beyond the store, Journeys consumers can shop through a direct mail catalog or on the web at www.voyages.com. Through a network of partnerships, event sponsorships and artist collaborations, customers can also engage with the brand on social media platforms and at in-person events, festivals and concerts. The Journeys team strives to give back to the community through charity events and volunteer programs with a particular interest in music, arts, action sports and culture. Travel is and always will be an attitude you can carry.
Journeys is a division of Genesco Inc., based in Nashville, Tennessee.
ON KARL JACOBS
Karl Jacobs is an American gamer, podcast host, and content creator with over 28 million social media followers across all platforms. Originally rising to prominence as part of MrBeast’s on-screen talent team, Karl has quickly become one of the most beloved and watched internet creators on the planet. Karl’s live game streams, which largely consist of narration-based Minecraft streams from his server, “SMP Taleshave become fixtures for his devoted following and feature today’s biggest celebrities and gamers like Lil Nas X, Dream, Corpse Husband and more. Currently, Karl is the 2nd most simultaneously watched streamer on the platform, Tic and his podcast, “Birding with Sapnap and Karl Jacobs“ recently debuted at number 1 on the Spotify Podcast Charts beating industry behemoths such as “The Joe Rogan Experience,” “Addicted to crime” and “Call her daddy.“
Loaded is the leading global video game company supporting talent, brands and developers, and new businesses, with a mission to lead the development, marketing and growth of the video game industry. Shroud, DrLupo, CouRage, Myth, Summit1G, QuarterJade, AnneMunition, Sydeon, Doublelift, CohhCarnage and many more make up Loaded’s top talent roster, garnering attention from global brands and the world’s top brand media. Across industries, global business leaders such as Gillette, The Hershey Company, Capitol Records, Coca-Cola, Samsung, Activision and others looking to significantly advance their gaming presence are partnering to Loaded and his talent for doing so.
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SOURCE Genesco Inc.