Shoe Retailer Journeys Makes New Radicals Out of Gen Z with Gus Dapperton Music Video

Shoe retailer Journeys has turned up the volume on self-expression with a modern reimagining of New Radicals’ iconic anthem 'You Get What You Give,' starring singer-songwriter Gus Dapperton in a throwback-meets-future shopping mall music video.

Developed in partnership with creative agency Anomaly, the reimagined four-minute track sets the stage for Journeys’ new brand platform, 'Life on Loud' — an open invitation for the next generation to step into their style unapologetically, embracing individuality and creative freedom.

Rooted in Journeys’ deep ties to music and youth culture, the campaign celebrates the bold spirit that has defined the brand for decades. The recreated 'You Get What You Give' music video, directed by STILLZ, takes place in a shopping mall setting, a nod to both the original video and the rebirth of mall culture, tapping into the aesthetic and energy of a new era where vintage meets viral, and personal style speaks louder than words.

Key influencers appear in the video, with cameos from Kitty Lever, Sara Fernandez, and Angelina, among others. The background actors, dancers, and even the musicians cast for Gus’ band in the video are all micro- and mid-level influencers chosen for their authenticity, not mass reach.

Journeys hand-picked talent who embodied the larger ethos of the 'Life on Loud' platform, including influencers Kitty Lever and Sara Fernandez who have existing ties to the brand. This has led to extended storytelling, for example, with an influencer who previously posted a skit of her 'breaking into' a Journeys store now releasing BTS content of herself 'breaking into' the music video set.

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 'Life on Loud' serves as a rallying cry for youth culture that, no matter what journey you’re on, lets the world hear you coming. Originally released in 1998, 'You Get What You Give' is more than a hit – it’s a generational anthem for youth that transcends time. In Gus Dapperton's hands, it becomes a cross-generational bridge between '90s nostalgia and today’s culture, with its lyrics being a sonic embodiment of everything 'Life on Loud' stands for.

The work builds on Anomaly and Journey’s track record of creating 'anything but ads' to engage Gen Z, from its TikTok long-form series, 'Jazmine From Journeys', to original music-driven content. By leaning into entertainment over traditional advertising, Journeys continues to reinvent the rules of how brands should connect with the next generation. 

“Journeys stands for inclusivity and self-expression and Gus’s reinterpretation of this iconic anthem is the perfect embodiment of those values,” said Journeys chief marketing officer Stacy Doren. “Our new ‘Life on Loud’ brand platform captures the spirit of our customers: bold, expressive, and authentically dialled up to whatever volume they choose.”

“Journeys has always been about youth culture, music, and style—and with malls making a comeback, it’s the perfect moment for the brand to reclaim its place in the middle of it all.” said Jeff Stamp, managing partner and chief creative officer at Anomaly “Journeys continues its approach of non-traditional marketing. Gus Dapperton’s and Skillz’ remake of the iconic New Radicals mall anthem is not an ad. It is a legitimate music video and track in its own right, authentic and genuinely crafted for a new generation of mall rats.”

“I grew up shopping at Journeys, and this song was basically the soundtrack to my youth,” said Gus Dapperton. “It’s always held a special place for me, so getting to bring it back to life with someone as iconic as Gregg Alexander was surreal. It’s like a thank you note to the kind of creativity that made me who I am.”

The campaign is live across social and digital channels, including streaming on Journeys.com and YouTube.