Journeys and Sandbox Light Things Up and Launch Backyard Barbecue

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

The Backyard Barbecue is scheduled to stop in Phoenix, San Antonio, Houston, Nashville, St. Louis and Philadelphia throughout the month of June 2006. 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 Barbecue 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. This is the first time that Journeys has produced a live experiential marketing event of this magnitude. The events are free to the public.

Journeys is a leader in the teen retail scene, with more that 700 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 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