Australian sneaker retailer Platypus Shoes has launched its ‘Kicks Club’ loyalty program in a bid to rev up its Gen Z customer base.
The program commences with a multi-phased omnichannel campaign in partnership with Connect by Live Nation.
The free-to-join ‘Kicks Club’ will offer 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.
Platypus Australia and New Zealand head of marketing Georgia Randall said they designed the program to align with Gen Z passions and lifestyle habits, citing Connect by Live Nation research showing that 98 per cent 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 per cent 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,” Randall said. “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.
Live Nation’s SVP and head of media and sponsorships for AU/NZ, Kristy Rosser, said 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,” Rosser said. “Our global loyalty studies indicate that over 90 per cent 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.