Joe Jonas on authenticity, new collab and Coachella surprise performance
For Joe Jonas, nostalgia isn't only about looking back, but also fueling his newly announced collaboration.
A limited-time collection celebrating 30 years of Pokémon has launched at Target, with Jonas playing a key role.
Fresh off a surprise performance at Coachella with Teddy Swims, Jonas is in a moment that connects some of his earliest interests to where he is today.
“I met Teddy a couple of years ago in London and was completely floored,” Jonas told "Good Morning America". “It was one of the best live performances I’ve seen.”
Swims, having been a fan of Jonas for years, connected with Jonas and after a few conversations, a surprise on-stage moment was born.
That same "fandom" energy is what’s fueling Jonas' latest Target collab.
For Jonas, it was personal. “I’ve been a fan (of Pokémon) since I was a kid. I still have my red binder,” he says, laughing. “I used to collect the cards, and at one point, I was even teased for it. And now, it’s something so many people connect over.”
“Authenticity wins,” Jonas explains. “Nostalgia isn’t just ‘remember the good old days’ anymore - it’s part of our DNA. The good old days are now.”
The collection itself taps into that sentiment, blending the playful, collectible spirit of Pokémon with everyday lifestyle pieces designed for both the familiar fan and the new. This partnership with Target was created by fans for fans.
“It’s like music,” he says. “We’re seeing fans bring their kids - and even their grandkids - to our shows now.” That same dynamic is now playing out with Pokémon, as longtime fans introduce it to a new generation. Growing up, Jonas says Pokémon was one of the few things that passed the test in his household.
“My parents were pretty strict about what we watched,” he explains. “But Pokémon was always okay. It was fun, it was cute, and we were outside playing with the cards.” When asked to assign Pokémon characters to his brothers, Jonas laughed, “Kevin is Charizard,” he says instantly. “He deserves it. Nick? Detective Pikachu - not just Pikachu,” he adds. “I’ll go Squirtle. I love water. I live in Miami - it feels right.”
While nostalgia may be guiding the moment, Jonas isn’t slowing down. After a quieter start to the year spent writing and creating, things are ramping up quickly. With the brothers taking on international tour dates, Las Vegas shows and new music on the way, the pace is picking up again.
“It’s non-stop now,” he says. “We’re staying quite busy.”
But if this chapter feels different, it’s because it is. According to Jonas, there’s a new level of appreciation for fans, for the moments and for the things that once felt small.
You can shop the entire Target collection, including Jonas' favorite picks below.
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