American Apparel inks deal with Live Nation

By

Jennifer Braun

Published
May 23, 2019

American Apparel parent company Gildan announced on Thursday a partnership with Live Nation, which aims to help grow its fashion basics category and e-commerce revenues.

The three-year partnership with Live Nation makes American Apparel the official printwear partner across 16 Live Nation music venues and six music festivals in its portfolio including BottleRock, Bonnaroo, Rolling Loud, Hard Summer, Mala Luna and EDC Orlando. 

The deal also grants the company 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” said Jeffrey Cooper, vice-president marketing, Gildan Activewear.

”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.”

The partnership officially kicks off on Memorial Day Weekend at the BottleRock Music Festival in Napa, California, where American Apparel will host VIP experiences, consumer-facing promotions, on-site activations, integrated social media campaigns and more.   

Consumers will have access to a range of American Apparel’s iconic collection of tanks, tees, raglans and hoodies at the event.

The owner of American Apparel since 2017, Gildan has expanded American Apparel's presence online since launching its e-commerce business last spring.