When a Creator Partnership Drives Brand Growth

Partner

Journeys

activation

Creator Ambassador

Journeys didn’t want a one-off gaming campaign. They wanted real growth within Gen Z culture. Open World identified Karl Jacobs as the right long-term partner based on audience alignment and purchasing influence. What followed was a sustained creator partnership that measurably increased consideration, purchase intent, and share of voice among gamers.

Person inside a claw machine filled with various shoes, pressing hands against the glass with an excited expression.

Pair of Vans slip-on shoes with black and white checkered pattern and various clock face designs on the uppers.

Pair of black and blue sneakers with cartoon character and spiral designs on the sides.

And the growth wasn’t abstract. Among gamers, purchase intent surged 270% year over year, conversation volume increased more than 1,000%, and social reach climbed to 138M organic impressions. Momentum online translated offline, anchored in a Vans collaboration and in-store appearances that drew crowds large enough to temporarily shut down the mall. More than influencer marketing, this was cultural mobilization with measurable retail and brand impact.

Collage of online article headlines about Apex Legends releasing VTuber avatars, featuring anime-style character illustrations from the game.

Ultimately, Open World has become an extension of the marketing department; we are very much in lockstep on building the strategy and executing it. They really have the expertise to do this in the most credible, authentic way possible.

Kari Irons

Journeys SVP of Marketing

Smiling young man holding a large pile of various sneakers, standing against a gold patterned wall.

Young man with brown hair in a brown shirt holding multiple black cards with green handprints, standing in front of shelves displaying Vans shoes and apparel.