How JBL’s Campus Marketing is Connecting With Gen Z Beyond Sports

University courses Economics, Finance, Business & Marketing
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JBL, the Harman-owned audio brand, is redefining college marketing through its JBL Campus initiative, launched in January 2024. Designed to resonate with Gen Z, the program goes beyond traditional sports sponsorships, tapping into broader interests like music, fashion, and lifestyle to foster lasting brand loyalty.

Expanding Beyond the Playing Field

While NIL (name, image, likeness) deals have become a staple in college marketing, JBL’s strategy isn’t limited to star athletes. The company partners with a diverse range of students, including Olympians, gymnasts, dancers, and even campus DJs. Over half of its ambassadors are women, aligning with Gen Z’s prioritization of diversity and representation. “These athletes and influencers bring compelling stories that authentically align with our brand ethos,” explains Denise Daly, Harman’s Director of PR and Influencer Marketing.

Merging Social and Physical Presence

Social media platforms like Instagram and TikTok serve as the cornerstone of JBL Campus. Influencers and athletes have generated more than 28 million impressions and engagement rates exceeding industry benchmarks. JBL also blends online campaigns with in-person activations to ensure a balanced approach that keeps the brand visible on campuses while engaging digitally.

Building a Lifetime of Brand Loyalty

JBL’s goal extends beyond short-term visibility. By connecting with college students, the brand aims to build lifelong relationships, evolving from campus headphones to home soundbars and car speakers. As Chris Epple, Harman’s VP of Marketing, notes: “With college marketing, you’re creating a lifetime of value.”

Through JBL Campus, JBL is positioning itself as a brand that grows with its audience—on and off the field.

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I’ve never really understood Campus marketing, I’m always seeing companies like PopWorks and Krispy Kreme advertising on campus, but don’t really understand how this helps promote their company. What is the strategy behind it ?

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Great question! Campus marketing is actually a really interesting and effective strategy that companies like PopWorks and Krispy Kreme use to reach a younger, often impressionable demographic. The strategy behind campus marketing is all about building brand awareness and creating loyal customers at an early age. College students tend to be more open to trying new products and forming habits that can last long after graduation. By marketing directly to them, these companies aim to become part of students’ everyday routines, whether that’s grabbing a snack between classes or treating themselves on the weekends. Campus marketing also often involves collaborations, giveaways, and interactive events, which not only increase visibility but also create a sense of community around the brand. It’s a way of building relationships with future consumers before they’ve developed strong brand loyalties elsewhere!