No Boundaries - Walmart
RelaunchCampaign, 2024

Walmart is relaunching a 30-year-old store brand, “No Boundaries,” with broader assortments, elevated styling, and major digital marketing muscle in hopes of capturing a larger share of Gen Z’s wallet.

“We are going after this Gen Z target market in a big way,” Denise Incandela, EVP of fashion at Walmart U.S.As part of the brand refresh, Walmart for the first time hired a team of dedicated fashion designers to the No Boundaries brand, reflecting a shift in how the retailer is building and reintroducing a brand for a specific demographic