by Brian Lipton

Sports performance brand Asica America Corporation is teaming up with Live Nation, the world’s largest live entertainment company, as an exclusive footwear sponsor across select venues and festivals in the US and Canada.

This new partnership, which will roll out into 2020 as part of a multi-year agreement, is comprised of on-site festival activations, influencer collaborations, digital content and online and retail promotions. However, Asics and Live Nation will kick-off activations and special sales beginning this summer as part of the brand’s long-term commitment to connect with a younger generation of consumers through music.

Asics will become the official sponsor of four U.S. music festivals –the Governors Ball, Bonnaroo, Hard Summer and Lollapalooza – along with three more festivals in Toronto, Canada. Among the venues where the company will become an official sponsor are the Hollywood Casino Ampitheatre in Chicago, Northwell Health at Jones Beach Theatre in Long island, and the PNC Bank Arts Center in Holmdel, New Jersey.

“Our partnership with Live Nation allows our brand to introduce Asics to a new wave of creative and passionate individuals.” said Sarah Bishop, Vice President of Marketing, Asics America. “Music is a new avenue for the brand, yet it is the most universal means of communication and authentically brings people together through movement. We are thrilled to embark on this journey to emotionally connect with and inspire a newer generation of consumers and drive home the mission of our brand.”