Wrangler named official denim sponsor of iconic music festivals

Published on: 14th June 2022

One of America’s most recognised denim labels, Wrangler, has announced a collaboration with three iconic music festivals. The sponsorship kicks off with “75 Days of Summer”, a sweepstake offering 75 days of prizes to destination music festivals Lollapalooza (Chicago and Berlin) and Austin City Limits Music Festival (ACL Fest).

At each festival, Wrangler will activate onsite showcasing its 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 personalise it with free laser customisation specific to the festival. The brand will also offer enhanced personalisation 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

“Fans are thrilled to be back to experiencing music and showcasing festival fashion in real life,” says Holly Wheeler, vice president global marketing for 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.”

“Music festivals have always acted as launchpads for the latest and most creative fashion trends,” adds 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.”

Visit Wrangler at Lollapalooza Chicago July 28-31, 2022; Lollapalooza Berlin September 24-25, 2022; and at ACL on October 7-9 and October 14-16, 2022. Visit for additional details regarding the ‘75 Days of Summer Music’ sweepstakes. To learn more about the Wrangler’s collaboration with Live Nation festivals and #Wrangler75, visit


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