MONTREAL—Gildan announces the beginning of a multiyear partnership with Live Nation. The company's American Apparel brand is the official decorated apparel partner across 16 Live Nation music venues and six music festivals including, BottleRock, Bonnaroo, Rolling Loud, HARD Summer, Mala Luna, and EDC Orlando. Under the agreement, the company also receives 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," Jeffrey Cooper, VP of marketing at Gildan Activewear SRL, says. "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.”
With an official launch on Memorial Day weekend at the BottleRock Music Festival in Napa, California, American Apparel leverages the power of live music to activate their brand through VIP experiences, consumer-facing promotions, on-site activations, and integrated social media campaigns.
Shavonne Dargan, SVP, Live Nation Media & Sponsorship, says, "Live music events have always been cultural destinations for people across generations. 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."
For more information on American Apparel, visit www.americanapparelwholesale.com/us.