Journeys and Sandbox Fire Up Backyard BBQ for 2008

Footwear retailer Journeys, a division of Genesco Inc., announced today that it has renewed its agreement with Sandbox Marketing to produce the Journeys Backyard BBQ. A mix of retailtainment and experiential marketing, the Journeys Backyard BBQ will feature Music, Skateboarding and Freestyle Motocross in five key Journeys markets across the country at featured mall partner locations.

The Backyard BBQ is scheduled to stop in Dallas, TX, Denver, CO, Nashville, TN, New York, NY and Philadelphia, PA throughout the months of May and June 2008. The event series will also feature a Battle of the Bands contest that will pit local bands against each other for cash and prizes that will help drive a local flavor to the national series.

The Backyard BBQ will allow Journeys to extend their lifestyle themed retail locations to provide amazing action and sounds for consumers, while allowing consumers to interact with some of their featured brands. Journeys is hoping to build upon a successful 2006 and 2007 tours and that drew nearly 100,000 fans and generated over 77 million impressions for the Journeys brand.

Journeys is a leader in the teen retail scene, with more than 830 stores in all 50 states, Puerto Rico and the Virgin Islands. Journeys uses fashion savvy and merchandising science to keep in step with the fast-paced footwear and accessories market for the 13 to 22-year old guy and girl.

Situated in Southern California, the hotbed for youth culture, Sandbox Marketing helps brands to connect with the youth market by creating Brandgelists through core sports, music, fashion and lifestyle elements most relevant to kids, teens and young adults. Sandbox helps companies establish credible brands through event sampling, in-store promotions, on-site branding, cross promotion campaigns, viral marketing, and advertising through TV and print media channels. Specializing in the creation, execution and management of affinity marketing programs and sponsorship activation for clients like got2b, L’Bel, Time Warner, Panasonic, Kelloggs and Nokia, Sandbox Marketing develops campaigns to help brands connect with their consumers lifestyles and interests.

For more info on how Sandbox can help leverage your brand please contact us at (714) 730-9500 or at