From streams to sneakers: Karl Jacobs strikes a deal with Journeys

On Twitch, Karl Jacobs has amassed a loyal fanbase of more than 3.4 million followers. Two years into his streaming career, Jacobs has unlocked a potent brand partnership. He will serve as the Creative Ambassador for nationwide footwear brand Journeys.

Jacobs, who has about 28 million followers across all social platforms, has a knack for attracting big audiences. After rising to prominence as a member of MrBeast’s crew, Jacobs has struck out on his own and has led some record-breaking projects. His podcast Banter, which he launched last year alongside fellow creator Sapnap, knocked The Joe Rogan Experience out of the top spot in Spotify’s charts. Other recent developments in his career have included the launch of his own merch line and the continued growth of his Twitch channel, where he streams Minecraft as well as “Just Chatting” content.

Journeys is hoping that Jacobs will be able to hawk shoes as well as he hawks his podcast and merch line. In his role as Creative Ambassador, he will help “develop and support content strategies and digital marketing initiatives” around themes like summer, back-to-school, and the holidays. “As the newly appointed Creative Ambassador for Journeys, I’m excited to combine my love for gaming, creativity and fashion to introduce a new generation of gamers as well as people in general to the brand,” Jacobs said in a statement.

For Journeys, which operates about 1,200 stores nationwide, the partnership with Jacobs is part of an attempt to expand the range of its customer base. It has attempted to appeal to gamers with products like Pokemon Converses, and it sees Jacobs as someone who can guide that strategy. The gaming firm Loaded, which worked with Journeys and Jacobs’ management team at Night Media to facilitate the deal, identified the 23-year-old Jacobs as the “perfect gaming partner” for the 36-year-old footwear brand.

“We are excited to have Karl Jacobs join the Journeys’ family. He immediately stood out to us as someone who shares our passion for creativity, authenticity and self-expression – with unparalleled enthusiasm and a work ethic to match,” said Journeys SVP of Marketing Kari Irons in a statement. “Gaming is fueling youth culture right now and we know we need to earn our place and build trust with the community first.”

The “brand ambassador” has become a popular role in the creator economy, and savvy retailers often turn to stars on platforms like TikTok and Twitch to help them move their products. Victoria’s Secret brought on TikToker Remi Bader as a size consultant, and top influencer Bella Poarch partnered with HP late last year.