Backpacks, Mental Health, and TikTok: How a Heritage Brand Wins with Gen Z
Lindsay Read, Head of Global Marketing for JanSport, Gen Z’s go-to backpack brand, will dive deep into how an almost 60-year-old heritage brand continues to resonate with Gen Z audiences. In this engaging session, she'll break down data-driven strategies for maintaining authenticity, embracing cultural trends, and tapping into digital communities to connect with influential audiences. Learn how to innovate continuously while staying true to your brand’s legacy and how humor and authenticity can level up your marketing approach. This is a must-attend for marketers who are interested in energizing their connection with Gen Z.
Lindsay Read, Head of Global Marketing for JanSport, is a dynamic leader with over 15 years of experience driving innovative marketing strategies that connect with Gen Z and younger audiences.
A Penn State graduate and former D1 lacrosse player, Lindsay began her career at Under Armour, where she led impactful retail activations with major partners like Dick’s Sporting Goods and REI. She continued to shape the outdoor and lifestyle space at Columbia Sportswear, spearheading North American campaigns across paid media, social, PR, and sponsorships, and at REI, where she drove integrated marketing and brand partnerships.
Known for her ability to blend data-driven insights with authentic storytelling, Lindsay has a proven track record of creating campaigns that inspire and engage the next generation. Now at JanSport, she combines her passion for marketing with her expertise in youth culture to elevate the brand’s legacy and connect with emerging consumer trends.