The JanSport x Mark Gonzales was a 360-degree integral campaign that brought bold street energy to life across digital, social, OOH, and in-store experiences. Original artwork from skater legend Mark Gonzales (The Gonz) brought NY street style to iconic JanSport silhouettes in this limited-edition collaboration. The campaign emphasized Gonzales’s signature ghost and abstract characters, translated across a capsule of three backpacks and a shoulder bag. Through curated retail displays, targeted social activations, and immersive in-store moments, the creative direction leaned into authenticity, individuality, and the DIY spirit that defines both skate and art culture.
