Get access to everything we publish when you sign up for Outside+.
JanSport has entered into a partnership with global hip-hop phenomenon The Black Eyed Peas.
JanSport will kick off an ongoing partnership with an exclusive fund-raising concert on Aug. 11 at the annual Shake N Bake party at Outdoor Retailer Summer Market.Â All proceeds from ticket sales will go to Big City Mountaineers, a non-profit organization that provides urban teens with positive mentoring through a safe and challenging outdoor experience. Â
Beyond a very good reason to throw a party, the partnership agreement calls for JanSport and The Black Eyed Peas to collaborate on the design of special edition backpacks. The first round of co-designed packs will initially feature signature colors and minor tweaks, with the second iteration involving more specific design tweaks to incorporate the needs of music lovers who wear daypacks, SNEWSÂ® was told. Â
Kelly Blake, strategic marketing manager for JanSport, also told SNEWSÂ® that, “Once The Black Eyed Peas learned of BCM, they were totally into giving more support to BCM to further its cause.”
As a result, a portion of the profits from the sales of the JanSport/Black Eyed Peas packs will go to Big City Mountaineers.
The Black Eyed Peas has been nominated for four Grammy Awards, winning one. It has sold over 7 million albums and is one of the few bands whose music consistently appeals to a wide range of ages, races and backgrounds.