JanSport and L2 Brands Announce Strategic Partnership to Expand Collegiate Offerings

New collection of collegiate-branded backpacks launches July 2025, with apparel to follow

DENVER, Feb. 27, 2025 /PRNewswire/ -- JanSport, the iconic backpack brand known for being Always With You, is teaming up with L2 Brands, a leader in collegiate and destination apparel, to ignite its presence on college campuses nationwide. This strategic partnership will introduce a fresh lineup of collegiate-branded JanSport backpacks, launching in university bookstores in July 2025, with an apparel collection to follow.

The first phase of the partnership will feature JanSport's signature backpack styles, including the Big Student, SuperBreak Plus, Right Pack, and Draw Sack, all customized with official university branding. Designed to support students throughout their academic journey, these backpacks combine school pride with the durability and reliability JanSport is known for.

"JanSport has been a trusted part of the college experience for generations, and this partnership with L2 Brands allows us to deepen that connection," said Alexandra Reveles, VP of Global Brand at JanSport. "By expanding our presence in university bookstores, we're reinforcing our commitment to being 'Always With You'—a true ally for students as they navigate their college journey and beyond."

L2 Brands, which has a long-standing reputation for high-quality, trend-forward collegiate apparel and accessories, is the ideal partner for JanSport in this venture.

"We are thrilled to collaborate with JanSport, a brand that resonates so strongly with students and alumni alike," said Pete Waldron, Chief Revenue Officer at L2 Brands. "Together, we're bringing an exciting, high-quality collection of collegiate gear to campuses nationwide, giving students even more ways to represent their schools with pride."

Following the backpack launch in July 2025, the second phase of the partnership will introduce a co-branded collegiate apparel collection, with details to be announced at a later date.

This collaboration aligns with JanSport's mission to support self-expression, adventure, and sustainability while remaining a trusted companion for students throughout their academic journey.

For more information on the upcoming collegiate collection, visit www.jansport.com or check your university bookstore in July 2025.

About JanSport

JanSport, a division of VF Outdoor, LLC., was founded in 1967 in the Pacific Northwest by three pioneers in the outdoor industry and is headquartered in Denver, CO. From the very beginning, JanSport has lived true to its purpose: Always With You. The brand is a true and trusted ally throughout all life's adventures, valuing inclusivity, authenticity, and self-expression. With sustainability at its core, JanSport is committed to improving the environmental impact of its products through material and manufacturing innovations while continuing to provide the same durability, versatility, and long life JanSport packs are known for. Though the brand began by manufacturing and marketing world-class outdoor backpacks, today, the product offerings include daypacks, bags, and accessories sold on www.jansport.com, in department stores, and in specialty and boutique retail locations worldwide.

About L2 Brands

L2 Brands, a respected leader in the collegiate, destination, golf, and corporate markets, is known for its commitment to quality, authenticity, and trend-right designs. With a history of over 30 years, L2 Brands has a diverse product assortment spanning across four different brands—League, Legacy, Ouray, and Locale.

For media inquiries, please contact:
Brandon Vance
jansport_pr@vfc.com

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SOURCE JanSport