Grammy-nominated producer and DJ, Jax Jones is giving Basement Jaxx’s iconic club anthem Do Your Thing a fresh new spin for summer 2026, teaming up with Starbucks® Chilled Coffee for an EMEA brand campaign celebrating self-expression and individuality.
Released today across TikTok and Instagram the remix reintroduces one of the most recognisable tracks of the noughties to a new generation, encouraging people to use the track in their own content to showcase their ‘thing’, embracing whatever makes them uniquely themselves – from side hustles and creative passions to personal style and everyday rituals.
The collaboration launches as part of Starbucks® Chilled Coffee’s new ‘WHATEVER YOUR THING, we’re in’ EMEA brand campaign, inspired by a growing desire among Gen Z and young millennials to show up more openly and authentically in their everyday lives.
Known for genre-blending hits and festival-ready energy, Jax Jones brings a fresh pulse to Do Your Thing 25 years after the original track first became a club staple.
Globally renowned DJ and producer Jax Jones said: “The original track ‘Do Your Thing’ is an absolute classic and just vibes, so when I was asked to remix it, it was a no-brainer for me. The track is about owning what you’re into and that’s something I’ve always connected with”.
New research commissioned by Starbucks® Chilled Coffee* found that 88% of Gen Z and young millennials admit they hold parts of themselves back to fit in, while 93% feel pressure to tone themselves down in at least one area of their lives. Nearly three quarters (72%) say they would feel happier if they had the confidence to fully be themselves during life’s defining moments.
Charlotta Oldham, marketing director EMEA at Starbucks Chilled Coffee, said: “’WHATEVER YOUR THING, we’re in’ is about celebrating individuality in all its forms. By partnering with Jax Jones to reimagine such an iconic track, we’re able to show up in a way that feels culturally relevant and true to how people express themselves today. As the ready-to-drink category continues to grow across EMEA, we see a real opportunity to connect more meaningfully with people and become part of their everyday moments, as the ultimate sidekick to these main character moments”.
The campaign also features a hero film starring viral longboard skater Jikal Hassan, alongside creator-led content spotlighting people expressing their “thing” across social.
Jax Jones’ remix of Do Your Thing is live on TikTok and Instagram from 13 May, with the campaign rolling out across 59 EMEA markets.
