PAN, a major Thai shoe brand, is executing a youth marketing campaign targeting Gen Z through the "PAN CAMPUS MUSIC SCHOOL TOUR 2026" covering 4 Bangkok-area secondary schools. The campaign centers on a cover dance contest awarding ~120,000 baht in prizes, aiming to reach 15,000 students directly and 150,000+ through online/offline channels. PAN is pivoting from product-feature messaging to experiential marketing by connecting music/dance culture with brand identity, positioning their athletic footwear as enabling youth to pursue creative and sports aspirations confidently.