Wrangler becomes denim sponsor of Chicago’s Lollapalooza music festival


Wrangler, one of America’s most recognized denim labels, will serve as the exclusive denim sponsor of three music festivals in honor of celebrating a milestone 75 years with music fans.

The sponsorship kicks off with “75 Days of Summer”, a sweepstakes offering 75 days of prizes to destination music festivals Lollapalooza in Chicago and Berlin, and Austin City Limits Music Festival (ACL Fest).

At each festival, Wrangler will activate onsite showcasing its authentic brand heritage to music fans in a variety of ways. In the Wrangler booth, an interactive customer space, fans can buy exclusive denim festival merchandise and personalize it with free laser customization specific to the festival. The brand will also offer enhanced personalization options for select artists and VIPs behind-the-scenes. A complete line of Wrangler x Lollapalooza apparel, including tees and denim, will also be available on Wrangler.com.

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“Fans are thrilled to be back to experiencing music and showcasing festival fashion in real life,” said Holly Wheeler, vice president global marketing, Wrangler. “At a time when western influence continues to surge in the world of fashion, festivals are combining different genres, fan bases, lifestyles and experiences across the globe. With a record-breaking summer season, diverse lineups and trailblazing interactive options for fans, we’re thrilled to collaborate with C3 Presents and Live Nation to celebrate with music fans in ways we haven’t before.”

With rockstars, country music and global legends of past and present consistently wearing the iconic denim label, music has been a fundamental part of the 75-year-old Wrangler brand and a passion point that spans generations. As true unifiers, both song and style have an electric way of bringing together people from all walks of life in self-expression and celebration.

“Music festivals have always acted as launchpads for the latest and most creative fashion trends,” says Stephanie Adamson, senior merchandise manager at C3 Presents. “Festivals invite a spirit of individuality, and the creative possibilities are endless at the intersection of fashion and music. Our collaboration with Wrangler is a relevant and timely expression of that.”

Wrangler at Lollapalooza Chicago can be visited July 28-31, 2022.

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