with contributions from Lauren Wong
 on June 25, 2009

From a 24-hour ferry party from Stockholm to Helsinki and back again to a beach-lined peninsula in eastern France, this summer a host of fashion brands are hoping to soak up the feel-good vibe as they sponsor music festivals across Europe. “Partnering up with a music festival gives us the opportunity to reach out to a broad variety of people within our target group using just one platform,” says Måns Ericson, brand marketing manager for Adidas Originals in Scandinavia, which this year is sponsoring Sweden’s Way Out West festival for the first time. “It’s the chance to reach out to all potential music-loving Adidas Originals consumers, showing them the diversity of our brand,” he says. Sweden is also high on the list for denim and record label April77, which in June partnered with Rockbåten, a 24-hour ferry party, for the second time. “We’re particularly involved in this market,” says Laura Saglio, the French brand’s public relations pro, who also coordinates the Rockbåten partnership. “The lineup and artistic choices stick with ours, too, and the originality of the project makes it ideal for April77 Records, and it’s on a boat! Don’t you think it’s a great idea?” Converse, meanwhile, is sponsoring five rock festivals this year in France alone, all first-time partnerships for the label. “Converse has been the rock brand for over a century—we don’t forget our roots,” says Cyrille Ermenier, communications manager for Groupe Royer, the brand’s French licensee. Converse selected the five biggest festivals that have a rock-focused lineup, plus a young festivalgoing crowd of 18- to 35-year-olds. While some brands have such accolades as official streetwear partner, like British label Bench at the U.K.’s Creamfields Festival this year, brands without rock or street origins also are getting in on the act. Contemporary label Swildens, for instance, has customized a T-shirt, dubbed Rock Scene, featuring the AIDS awareness red ribbon, to be sold only during Paris’ Solidays festival, which raises funds to battle the virus. American Retro, meanwhile, has created a T-shirt for Corsica’s Calvi on the Rocks event. Here, a spotlight on some of this summer’s festivals that have brands as well as bands in the lineup.


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