"JAZMINE FROM JOURNEYS"

"Journeys recently turned to a familiar TikTok playbook to reintroduce itself to Gen Z shoppers, leaning into platform trends and enlisting Gen Z creators and store associates to generate content to boost the footwear retailer’s relevance among young consumers. But it was a more unconventional move—a six-part coming-of-age series starring Bigfoot’s shoe-obsessed daughter navigating her first retail job—that has become central to Journeys’ effort to “reinvent this brand for the next generation of kids,” said Stacy Doren, its chief marketing officer." - Ad Age