Platypus Shoes has unveiled Kicks Club, a new loyalty program designed to meet Gen Z where their passions live: community, culture, and music. The initiative, created in partnership with Connect by Live Nation, aligns exclusive perks with the live music calendar.
The free-to-join program offers early access to product launches, collaborations, and member-only events. From September to November 2025, Platypus will spotlight three brand partners through online and in-store activations, culminating in live music events available exclusively to Kicks Club members.
The first has already been announced: music artist Tobiahs will partner with Platypus Kicks Club and New Balance to host a free live event in Brisbane on Thursday, September 18, on a first-come, first-served basis.
Gen Z Passions Drive the Program
Chatting with B&T, Georgia Randall, head of marketing for Platypus Australia and New Zealand, said Kicks Club was designed to align with the lifestyle habits of its core audience.
“‘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.”
Randall pointed to Connect by Live Nation’s research, which shows 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 same research revealed 93 per cent of fans are inclined to shop in preparation for live music events.
Through the partnership, Platypus will also become the exclusive footwear partner for Spilt Milk festival in December 2025 and New Zealand’s Rhythm & Vines festival over the New Year period, embedding the brand deeper into music culture.
Kristy Rosser, senior vice president, head of media and Sponsorship at Live Nation Australia and New Zealand, said the program exemplifies how retail brands can build lasting loyalty through experiences.
“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 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.”
Rosser added that music is uniquely powerful compared to other sponsorship opportunities.
“Music is a leading passion and a driver of continual emotional connection, long-lasting memories and shared experiences. Everyone always remembers their first live music experience and for a brand that adds to this experience, this is an unrivalled opportunity to be part of that special moment. Our studies in Australia and New Zealand show that, after friends and family, artists are the most trusted profiles, so there is a deep respect for brands that earn their place in music culture and become part of this deeply connected fandom journey”.
Retail + Music = A Natural Fit
Rosser highlighted research showing that 86 per cent of Australians are shopping more in-store this year versus last year, 23 per cent higher than the global average.
“Across all of our studies, we are seeing that Australians want more social connection – they are craving “real-life” experiences where they can connect with their family, friends and the community around them – and shopping is one of these experiences. Gen Z, in particular, are also looking for those “little treats” purchases for instant gratification. Shopping around a live music event is an integral part of the fan journey, both in-retail and on-site at a live music event. 94 per cent of Australians say they’d be interested in a pop-up store location at a live music event and/or an exclusive piece of merchandise that they could only access at the event to keep the memory of the experience alive.”
She noted that retail brands like Platypus can tap into these patterns by creating their own live music cultural moments.
“Kicks Club offers all of the exclusive perks you’d want from a loyalty program, but with the added benefit of executing owned live music experiences to align with Gen Z passions. This enhances the ‘first access’ offering to build long-term loyalty, making the customer feel valued and part of the VIP community.”
The program also reflects broader consumer trends in fandom, merchandise and experiential shopping. According to Rosser, more than 9 in 10 fans shop in-person at retail stores before or after a live music event, and 87 per cent almost always purchase merchandise at concerts and festivals.
“It’s all about acknowledging the full experience for music fans ahead of and during the event – from buying the ticket, to designing their outfits and beauty routines to travelling to the event and then looking for that memorabilia post event. Our research shows that 95 per cent are more likely to notice a brand at a live music event, with 86 per cent more connected to a retail brand that sponsors a live music event. This awareness and connection is what leads to ongoing loyalty”.
From pop-up stores and exclusive merchandise to artist collaborations, Rosser believes retail brands have a unique opportunity to “be part of the live music journey from start to finish.”
With festival season approaching, Rosser predicted that trends such as the #GetReadyWithMe movement will drive the next wave of retail and music partnerships.
“Retention and loyalty has been a key topic that has defined retail trends – how can brands engage with potential customers for the long-term and create their own fandom journeys? Our partnership with Platypus on their Kicks Club loyalty program is a great example of this as they have truly considered Gen Z passions and what’s driving them. The partnership with Connect by Live Nation has led to the curation of three live music events only accessible to Kicks Clubs members, with the first event just announced with New Balance featuring artist Tobiahs in Brisbane,” Rosser told B&T.
For Platypus, Kicks Club is a bet on culture, experience, and fandom, meeting Gen Z at the heart of the live music moment.
