Gildan Activewear Inc., Montreal, announced the launch of a multi-year partnership with Live Nation that makes Gildan’s American Apparel brand the official printwear partner across 16 Live Nation music venues and six music festivals.
The music festivals include BottleRock, Bonnaroo, Rolling Loud, HARD Summer, Mala Luna and EDC Orlando. Under the agreement, Gildan also is granted promotional and marketing rights related to these venues and events into the broader consumer channel across North America, according to the company.
“We are excited to partner with Live Nation, the leader in the live music industry” says Jeffrey Cooper, vice president of marketing at Gildan Activewear SRL. “Music is a passion point for our consumers and the live-music experience provides us a unique and tremendous opportunity to connect with fans right across the U.S.”
The partnership will officially kick off on Memorial Day weekend at the BottleRock Music Festival in Napa, Calif. The American Apparel brand will be available through VIP experiences, consumer-facing promotions, on-site activations, integrated social-media campaigns and more.
“Live music events have always been cultural destinations for people across generations,” says Shavonne Dargan, senior vice president of Live Nation Media & Sponsorship. “As a trusted supplier to our merchandising teams, we are thrilled that Gildan has chosen to partner with Live Nation and leverage our scale to introduce the American Apparel brand to our fans during powerful live moments.” — D.S.
