American Apparel parent Gildan said it struck a deal with Live Nation that should give its basics brand a boost at some of the entertainment company’s music venues and festivals.
The deal is seen as deepening an existing working relationship between the two, in addition to bolstering American Apparel’s focus on the direct-to-consumer segment via its online channel. Plans to shelve a brick-and-mortar store in the near term were confirmed last month, although the company still maintains a lease on the building bearing the American Apparel name.
The three-year partnership makes American Apparel the official printwear partner title for 16 Live Nation music venues and six music festivals.
The company revealed the news just days ahead of the Memorial Day weekend when BottleRock Music Festival in Napa, one of those six music festivals included in the partnership, kicks off.
The other five festivals included in the deal include Bonnaroo, Rolling Loud, HARD Summer, Mala Luna and EDC Orlando.
The venues include the Hollywood Palladium and The Wiltern in Los Angeles, the Fillmore in Philadelphia and Washington, D.C., and The Bowery Ballroom and Gramercy Theater in New York, in addition to amphitheaters such as the Hollywood Casino Amphitheater in Chicago and Dos Equis Pavilion in Dallas.
“When you work with Live Nation, and we talk about leveraging and getting our brand in front of our consumer, they use the term and I agree with them: ‘surprise and delight,’” said Jeffrey Cooper, vice president of marketing at Gildan Activewear SRL.
To “surprise and delight” people at the upcoming BottleRock, the company will have a roaming photographer on site taking pictures of attendees, who can then walk back to a selfie tent where they may obtain copies of their pictures. For Bonnaroo, the company will choose lockers at random that will contain American Apparel product.
The company will not have American Apparel merchandise for sale in the form of its own branded pop-up, although the hope is that its presence there helps push people back to its online shop.
Cooper said as the preferred supplier of festival merchandise, the majority of the time anyways attendees would be buying American Apparel product, with the exception of items the company doesn’t produce, such as baseball caps.
The deal between the two companies also gives American Apparel promotional and marketing rights, meaning consumers would begin to see marketing through American Apparel social media or on its site of those venues and festivals included in this partnership.
The news is just one more way American Apparel the brand is looking to expand its presence in the marketplace, with Cooper adding, “Really good marketing is reaching our consumer at as many touchpoints as we possibly can.”