Sneakers and sounds: Platypus and Connect by Live Nation launch Kicks Clubs

Australasian shoe store Platypus has launched a new loyalty program that uses music to create deeper connections with its Gen Z customer base.

“Music and fashion have always moved in sync, and sneaker culture sits right at that crossroads – so we typically see our customers looking to artists for inspiration,” says Platypus head of marketing Georgia Randall.

Aptly named Kicks Club, the new program was created in partnership with Connect by Live Nation. It’s free to sign up and members earn vouchers, birthdays rewards and early access to product launches and events.

From September to November 2025, Platypus says it will feature three brand partners through online and in-store campaigns, which will culminate in exclusive live music events for members.

Creating community

Connect by Live Nation research shows 98% of Gen Z are drawn to retail brands partnering with live music experiences as they are more culturally relevant and community-focused. The research also found 93% are inclined to shop in preparation for live music events.

“The vision for Kicks Club is to make it synonymous with music-led exclusivity and community for Gen Z,” says Randall.

“Our research showed that Gen Z and Millennials are largely underwhelmed by the current loyalty landscape, but see huge potential in programs that offer real, relevant value.

“With rising cost-of-living pressures, they’re more selective and gravitate toward brands that offer tangible, immediate rewards.”

Shared passion

With 18 to 25 year olds Platypus’ key demographic, the team knew it had to build a loyalty program that rewarded their most dedicated customers, speaking to them through a shared passion point.

Randall says the partnership with Connect by Live Nation that sets the program apart, allowing the shoe store to deliver “money-can’t-buy” experiences with music artists across the Tasman.

Platypus will be the exclusive footwear partner for Split Milk festival held in December in Australia and Rhythm & Vines held in Gisborne, Aotearoa over the New Year period.

“Rhythm & Vines is a pivotal moment in the NZ music calendar and a key cultural moment our customers are waiting for,” says Randall.

“We want Playtpus to be Gen Z’s partner in all things festival, starting from outfit prep to showing up on the ground in Gisborne to be a part of their NYE experience.”

Randall adds that trends shift every year, but there are some “festival old faithfuls” like Doc Marten boots, Reebok Club and New Balance 530s. Salomon and On Running have made an appearance in recent years as people shift to a more practical or sporty look, she says.

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