JanSport was founded in 1967 in Seattle, Washington, by three pioneers in the outdoor industry. Though the Company began by manufacturing and marketing world-class outdoor backpacks, today the product offering includes technical outdoor gear, daypacks, travel gear and collegiate decorated apparel, sold in sporting goods stores, college bookstores, department stores, and specialty and boutique retail locations throughout the world. The Brand has the spirit of fun and discovery, represented in the Brand tagline: Discover Freedom.
We take a contemporary youth culture approach to our Brand marketing, targeting the core age group of 18-24. They are social, fun, adventurous and expressive. In short we are about doing fun things with your friends outside. Our archetype is the Jester Explorer, we don’t take ourselves too seriously, but find adventure in our everyday.