A backpack isn’t just a bag — it’s a storyteller. From scuffs on the canvas to crumpled notes inside, every mark and stain holds a memory. That idea drives JanSport's "Always With You" campaign, a global effort to reintroduce the brand to the world with a fresh perspective.

This campaign taps into the unique relationship Gen Z has with their bags — a blend of utility and personal expression. Party Land crafted offbeat, slice-of-life moments where backpacks quietly play a supporting role. Whether it's getting smashed in a car door, stuffed with way too much "just in case" gear, or wiped with dusty, cheesy fingers, JanSport isn't just a bag — it's a witness to life’s everyday messiness.

Rooted in a touch of Americana, the campaign draws on a familiar, homegrown sensibility while adding a layer of humor and relatability that feels authentic to Gen Z. It’s an unapologetically honest take on modern life, where bags aren’t pristine accessories — they’re part of the chaos. By leaning into that truth, JanSport becomes more than a product — it’s a co-star in the story of daily life.

Wherever you go, your JanSport goes too. It’s not just a bag. It’s a sidekick, a partner, and a permanent fixture in the story of "you."