Walmart is taking its brand on the road in a bid to win over younger shoppers, rolling out a fleet of themed mobile stores designed to merge retail with festival-style experiences.

The “Walmart Delivers” trucks, five in all, will tour the US from August through November, parking at concerts, marathons, and pop-culture events to offer photo ops, free merchandise and shopping tailored to specific youth interests.

The project is aimed squarely at Gen Z, part of a broader push to give the world’s largest retailer some of the cultural cachet enjoyed by rivals like Target . 4

Whether it works may depend on whether Walmart can sell itself as “cool” without straining too hard for relevance.

The company’s own promotional language, calling the trucks “Your FYP on wheels” — a nod to TikTo

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