Amazon Ads Launches "First Day Ready," a Multi-Brand Campaign Connecting Brands to Gen Z at College's Biggest Moment

SEATTLE--(BUSINESS WIRE)--Aug 31, 2026--

Amazon Ads announces First Day Ready, a multi-phase brand partnership campaign developed by Brand Innovation Lab, the creative arm of Amazon Ads, that connects brands to Gen Z students heading to college.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260831802462/en/

The campaign brings together brand sponsors — Gatorade, Michael Kors, SharkNinja — each paired with an influencer ambassador across shoppable video, custom brand experiences, creator content, and a campus block party culminating in a concert presented by Amazon Music.

"Brands used to buy a TV spot, now they can buy a moment — one that spans streaming, creator content, physical experiences, and a livestreamed concert — all connected back to purchase and measured in one place," said Kate McCagg, Global Head of Amazon Ads Brand Innovation Lab.

From dorm rooms to storefronts

The campaign launched July 1 with custom video spots for each brand, dedicated brand store pages on Amazon.com featuring immersive shopping experiences, Fire TV panoramic experiences, Prime Video placements, and an Amazon Influencers package that leverages premium creator content to amplify brand visibility, awareness, and engagement.

On September 5, the campaign moves to campus with a block party at the University of Wisconsin–Madison. Each brand sponsor operates its own immersive storefront:

"Great media isn't about reaching audiences, it's about understanding where they are in life's most meaningful moments and delivering value when it matters most,” says Dave Kersey, VP, Global Head of Media, SharkNinja. “The transition to college is a defining milestone for Gen Z, and through First Day Ready, we're able to engage students in a way that reflects how they truly discover and shop today. As a company built around solving everyday problems, SharkNinja is uniquely positioned to support consumers through every life stage, from first dorms and apartments to growing families and beyond."

One street, one concert, fans everywhere

The block party culminates in Off To College with Kane Brown, a livestreamed concert presented by Amazon Music. The concert broadcast begins at 7:30 p.m. CT across Prime Video, Amazon Music, Twitch, Fire TV, and Samsung TV, and students on campus will be treated to a special, in-person only set from DJ D-Nice that will not be included in the livestream.

“The first day of college is all about new challenges, new people, and a lot coming at you all at once,” says Mark Englert, Senior Director, Gatorade Powders. “Gatorade has always been about helping people prepare for what’s ahead, whether that’s on the field or taking on a full day of campus life. First Day Ready lets us bring that mindset to students at a moment when they’re gearing up to go all in."

First Day Ready also integrates Prime for Young Adults, offering higher education students and young adults ages 18–24 access to Prime membership at half the cost — connecting the campaign experience directly to ongoing savings, fast delivery, and entertainment. Attendees can head to amazon.com/youngadult to learn more and see if they're eligible for a $0 trial.

Where to experience First Day Ready

The First Day Ready digital experience is live on Amazon.com. The campus block party and concert take place September 5 at the University of Wisconsin–Madison. Livestream begins at 7:30 p.m. CT.

About Amazon Ads Brand Innovation Lab

Amazon Ads Brand Innovation Lab is a global team of strategists, creatives, solutions managers, and technologists who show brands what's possible when they think big. The team transforms bold ideas into custom experiences that come to life across Amazon—including Prime Video, Amazon Music, Twitch, Alexa, Fire TV, the Amazon store, and beyond. The team works with brands across all categories, whether they sell on Amazon or not, creating one-of-a-kind advertising experiences by leveraging Amazon's unique touchpoints. Learn more here.

About The Gatorade Portfolio

The Gatorade Portfolio, a division of PepsiCo (NASDAQ: PEP ), is a connected performance and wellness ecosystem built to fuel all athletes and exercisers. Bringing together Gatorade, Propel, Evolve and Muscle Milk, the Gatorade Portfolio is the most complete offering in the category today, with a broad range of personalized solutions at every stage of a person's journey. This integrated system of brands is built on Gatorade's 61-year history of studying athletes and is fueling the future of performance and wellness by delivering solutions across hydration, protein, energy and all-day nutrition to fuel consumers, no matter how or why they sweat. For more information and a full list of product offerings, please visit www.gatorade.com.

About Michael Kors

Michael Kors is a world-renowned, award-winning designer of luxury accessories and ready-to-wear. His eponymous company, established in 1981, currently produces a range of products under the Michael Kors Collection, MICHAEL Michael Kors and Michael Kors Mens labels, including accessories, ready-to-wear, footwear, wearable technology, watches and a full line of fragrances.

Michael Kors stores are located in some of the most prestigious cities around the world. In addition, Michael Kors has launched its flagship digital platforms across North America, Europe and Asia, offering customers a seamless omnichannel experience.

About SharkNinja

SharkNinja is a global product design and technology company, with a diversified portfolio of 5-star rated lifestyle solutions that positively impact people’s lives in homes around the world. Powered by two trusted, global brands, Shark and Ninja, the company has a proven track record of bringing disruptive innovation to market and developing one consumer product after another has allowed SharkNinja to enter multiple product categories, driving significant growth and market share gains. Headquartered in Needham, Massachusetts with more than 4,100 associates, the company’s products are sold at key retailers, online and offline, and through distributors around the world. For more information, please visit sharkninja.com.

Amazon Ads First Day Ready

MIAMI (AP) — Tropical Storm Edouard formed Monday in the Gulf of Mexico and was expected to gain strength before bringing potentially heavy rains and flooding into parts of Texas and Louisiana.

The storm was upgraded Monday night from a tropical depression and forecasters with the National Hurricane Center expect it will make landfall in Texas on Tuesday.

Texas Gov. Greg Abbott said the biggest problem expected from the storm is flooding. Forecasters are anticipating 3-6 inches (7-15 centimeters) of rain in the greater Houston area, with some areas of the state's upper coast getting up to 9 inches (22 centimeters). More than 4 inches (10 centimeters) per hour could fall and will likely cause flash flooding in low-lying and urban areas, according to the National Hurricane Center.

“This is our first big storm of the season, and I’ll tell you, Texas is prepared,” Orlando Alanis of the Texas Division of Emergency Management said during a news conference.

The tropical storm was centered Monday evening about 125 miles (202 kilometers) southeast of Cameron, Louisiana, and 155 miles (249 kilometers) southeast of Port Arthur, Texas, with maximum sustained winds of 40 mph (65 kph).

Crews worked Monday to clear dry vegetation that could ignite from a lightning strike and cause fast-spreading fires, Abbott said.

Meanwhile, the remnants of Hurricane Dolly brought rain and thunderstorms to parts of Haiti and the Dominican Republic, the Turks & Caicos, and the Bahamas, the hurricane center said.

In the Pacific Ocean, Tropical Storm Lowell was about 690 miles (1,110 kilometers) southeast of Hilo, Hawaii, and moving west with maximum sustained winds of 70 mph (110 kph). Forecasters said Lowell could rapidly intensify and become a major hurricane by Wednesday.

Elsewhere in the Pacific, Hurricane Karina strengthened Monday into a powerful Category 4 storm, but isn't threatening land, forecasters said.

Karina has intensified quickly since becoming a hurricane Sunday, fueled by warm waters far from any shore. It was centered more than 1,100 miles (1,770 kilometers) west-southwest of the southern tip of the Baja California peninsula of Mexico and moving west, with maximum sustained winds of 130 mph (215 kph), the center said.

This satellite image released by NOAA shows Potential Tropical Cyclone Five forming over the Gulf of Mexico on Monday, Aug. 31, 2026. (NOAA via AP)

This satellite image released by NOAA shows Tropical Storm Lowell over the Pacific Ocean, Monday, Aug. 31, 2026. (NOAA via AP)

This satellite image released by NOAA shows Hurricane Karina strengthening off the southern tip of Baja California on Sunday, Aug. 30, 2026. (NOAA via AP)