Gen Z Doesn’t Shop at Big Box? Think Again
For years, there’s been a common misconception that Gen Z shops exclusively online or at retailers like Target, Walmart and Whole Foods. OLIPOP’s recent nationwide launch in Costco - supported by 98Strong’s network of Student Athletes - proved otherwise. By activating authentic, trusted voices in key markets, we drove real in-store visits and product pickup where skeptics thought it wouldn’t happen.
Challenge: Support OLIPOP’s nationwide Costco launch and debunk the perception that Gen Z isn’t influenced by in-store displays or warehouse club formats.
Approach: 98Strong tapped a curated roster of 60+ NCAA Student Athletes - local, relevant, and aligned with OLIPOP’s brand values - to share Costco finds with their highly engaged Gen Z audiences all near Costco locations.
Execution Highlights:
Hyper-local targeting: Student Athletes promoted OLIPOP at their own nearby Costco locations.
Content with context:
Social posts featured in-store moments, carts full of OLIPOP, and direct calls to “grab yours this week.”
Measurable momentum:
High engagement translated into retail lift during the launch window.
Looking Ahead
The OLIPOP launch proves that the right influencer strategy can shift shopping behavior - bringing Gen Z into physical retail spaces. If you’re looking to accelerate sell-through, expand retail footprint impact, or debunk the “Gen Z doesn’t shop in-store” myth for your brand, 98Strong can help.
Let’s talk about how we can bring retail traffic to your key markets in 2026!
Andrew Mavis
98Strong, Founder & CEO
