Platypus Shoes sets up ‘Kicks Club’ loyalty program for Gen Z, Live Nation partners for launch
Platypus Shoes has introduced a new loyalty program, ‘Kicks Club’, focused on Gen Z consumers. The program officially kicks off with a Live Nation partnership.
The announcement:
Platypus Shoes has launched ‘Kicks Club’, a new loyalty program targeting its Gen Z customer base through community, culture and music partnerships. The program commences with a multi-phased omnichannel campaign in partnership with Connect by Live Nation.
Part of their retail and marketing strategy, the free-to-join ‘Kicks Club’ offers exclusive perks and early access to product launches and events. From September to November 2025, Platypus will feature three brand partners through online and in-store campaigns, culminating in exclusive live music events for members.
Georgia Randall, head of marketing for Platypus Australia and New Zealand said that they designed the ‘Kicks Club’ to align with Gen Z passions and lifestyle habits, citing Connect by Live Nation research showing 98% of Gen Z are drawn to retail brands partnering with live music experiences as they are more “culturally relevant” and community-focused. The research also found 93% are inclined to shop in preparation for live music events.
“‘Kicks Club’ is a way for us to give back to our loyal customers across Australia and New Zealand who value access to social experiences that they are passionate about. Gen Z are looking for everyday experiences and cultural, “IRL” moments, so partnering with Connect by Live Nation is critical in helping us achieve this for our member base.”
Through the partnership with Connect by Live Nation, Platypus will become the exclusive footwear partner for Spilt Milk festival in December 2025 and Rhythm & Vines in New Zealand over the New Year period, extending the brand’s integration into music culture.
Kristy Rosser, senior vice president, head of media and sponsorship at Live Nation Australia and New Zealand said that the Platypus campaign embodied the elements to drive long-term connection and loyalty.
“We know from multiple studies that creating memorable moments for Gen Z is vital in gaining their trust and long-term loyalty – particularly when it combines their passions. Our global loyalty studies indicate that over 90% of Australians are part of a loyalty program, with 3 in 4 switching for live music perks alone. This shows the value that Gen Z place on being part of a club that truly motivates and excites them. We are thrilled to partner with Platypus to amplify their brand through live music and provide their community with experiences they will never forget.”
To launch the ‘Kicks Club’ campaign, Connect by Live Nation will deliver exclusive live music events, artist collaborations and digital and social activations.
Kicks Club membership is free. For more information, visit platypusshoes.com.au.
Source: Etoile PR
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