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Platypus Shoes has partnered with Connect by Live Nation in launching ‘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.

Connect by Live Nation is Australia's premier music marketing and experiential agency, specialising in creating meaningful connections between brands and music culture while Platypus Shoes is an Australian and New Zealand footwear retail chain, established in 1998, that specialises in sneakers and apparel. They offer a wide selection of iconic global brands and are known for stocking the latest and greatest footwear.

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.

Randal advised “‘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.

Rosser added “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. 

More information on Connect by Live Nation

Image. Platypus Kicks Club Credit: Alex Wall

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