Platypus Shoes has launched a new loyalty program, Kicks Club, aimed at Gen Z consumers through a campaign tied to music, retail, and cultural events.
The program is supported by a multi-phase omnichannel campaign in partnership with Connect by Live Nation
Kicks Club is free to join and offers members early access to product launches, events, and exclusive perks.
From September to November 2025, Platypus will collaborate with three brand partners across online and in-store campaigns, concluding with live music events for members.
Georgia Randall, Head of Marketing for Platypus Australia and New Zealand, said the program was built around Gen Z behaviours, noting research from Connect by Live Nation showing 98% of Gen Z value retail brands that collaborate with live music, and 93% shop in advance of such 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.”
As part of the campaign, Platypus becomes the exclusive footwear partner for the Spilt Milk festival in December and Rhythm & Vines in New Zealand during the New Year period.
Kristy Rosser, Senior Vice President, Head of Media and Sponsorship at Live Nation Australia and New Zealand, said the partnership supports long-term engagement and brand 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.