Nautica will sponsor a 2011 concert series at the Prudential Center in Newark, kicking off with Lady Gaga on April 22. It is the first music sponsorship for the VF Corp.-owned brand, which has previously focused its sponsorships on sports events such as the Nautica Malibu Triathlon, Nautica South Beach Triathlon and Nautica New York City Triathlon.

The Nautica Concert Series at Prudential Center will include shows by Usher, Katy Perry, Sade with John Legend, Keith Urban, Josh Groban and Taylor Swift, with additional acts to be announced. The partnership will give Nautica an extensive brand presence at the Prudential Center throughout the concert series. The brand will open a pop-up shop in the main concourse during concerts to sell Nautica merchandise.

This story first appeared in the April 21, 2011 issue of WWD.  Subscribe Today.

“We are pleased at the opportunity to directly engage with our consumers in a new, exciting way,” said Karen Murray, president of VF Corp.’s sportswear coalition. “These concerts allow Nautica to present some of the world’s best musical artists in one of the finest sports and live-entertainment arenas in the country.

Murray spoke at the arena on Monday to unveil the deal with Jeff Vanderbeek, chairman and managing partner of Devils Arena Entertainment, which operates the Prudential Center.

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