Gildan® announces the launch of a multi-year partnership with Live Nation, featuring its American Apparel® brand as the official printwear partner across 16 Live Nation music venues and 6 music festivals in their portfolio including, BottleRock, Bonnaroo, Rolling Loud, HARD Summer, Mala Luna and EDC Orlando. The Company also is granted, under the agreement, promotional and marketing rights related to these venues and events into the broader consumer channel across North America.
“We are excited to partner with Live Nation, the leader in the live music industry” said Jeffrey Cooper, Vice-President 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.”
Kicking off on Memorial Day Weekend at the BottleRock Music Festival in Napa, California officially, American Apparel® will leverage the power of live music to activate their iconic brand through VIP experiences, consumer-facing promotions, on-site activations, integrated social media campaigns and much more.
“Live music events have always been cultural destinations for people across generations,” said Shavonne Dargan, SVP, 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.”
The partnership further strengthens Gildan’s position as a preferred vendor to Live Nation and at these festivals consumers will be able to capture the rich memories of these live experiences across a range of American Apparel’s iconic collection of tees, tanks and hoodies.