Platypus Shoes has partnered with Live Nation’s in-house music and experiential agency, Connect by Live Nation, to launch a new loyalty program targeted at Gen Z consumers. The initiative aims to engage younger consumers through a blend of community, culture, and music collaborations, offering a range of exclusive benefits, including early access to product launches and special events.

The ‘Kicks Club’ is open for free membership and will operate from September to November 2025. During this period, the program will feature three brand partners through both online and in-store campaigns. The initiative will culminate in exclusive live music events specifically for members.

Head of Marketing for Platypus Australia and New Zealand, Georgia Randall, said: “‘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.”

In addition to the loyalty program, Platypus Shoes will become the exclusive footwear partner for the Spilt Milk festival in December 2025 and Rhythm & Vines in New Zealand over the New Year period. These partnerships are expected to further solidify Platypus Shoes’ presence in the music and festival scene.

Senior Vice President, Head of Media and Sponsorship at Live Nation Australia and New Zealand, Kristy Rosser, said: “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.”