MIAMI--(BUSINESS WIRE)--Tying together its rich heritage in rodeo, football and music around one of the most anticipated events of the year, Wrangler® announces several activations leading up to the big game. The synergies between world-class athletes and award-winning artists align with the brand’s global “Wear With Abandon” campaign, which exemplifies the opportunities that arise when cowboys of all types embrace adventure and extreme courage.
“From world renowned cowboys to NFL legends and iconic rock stars, Wrangler has resonated with those at the top of their game for more than 70 years,” said Tom Waldron, global brand president at Wrangler. “As hype builds for the biggest sporting event of the year, the week leading up to the Super Bowl provides the perfect opportunity to get into the spirit alongside some of today’s champion athletes and GRAMMY-recognized artists.”
Wrangler’s close ties with football spans decades, with past notable partnerships including Super Bowl champions Brett Favre and Drew Brees. This year, the brand is working closely with iconic NFL athletes Danny Amendola and Rob Gronkowski, along with six-time world champion bull rider Sage Kimzey, to bring cowboy cool to Miami.
Having played in five Super Bowls (including the past three in a row) Rob Gronkowski’s inaugural personal Gronk Beach music festival is designed to be the premiere day party of the big game weekend. Taking place Saturday, Feb. 1, the festival brings Gronk’s eccentric personality to life through a high-end beach party with his favorite artists including Diplo, Rick Ross, Flo Rida, 3Lau, Kaskade and Carnage. Gronk will be outfitted in custom Wrangler gear on the red carpet and will take over the brand’s Instagram for behind-the-scenes festival action.
Post-game day, the brand will activate a content series in partnership with Bleacher Report titled “Breaking Boundaries.” The first installment, “Comparing Scars,” features Danny Amendola and Sage Kimzey. The two will swap war stories about their craziest injuries and closest calls, and discuss the thrill of competing at the championship events of their respective sports. Find more from Bleacher Report online, as well as @dannyamendola and @sagekimzey.
As part of an ongoing partnership with Pandora, the brand is also proud to sponsor the SiriusXM & Pandora Opening Drive Super Concert Series which offers two free exclusive concerts on back-to-back nights at The Fillmore Miami Beach, Wednesday Jan. 29 and Thursday Jan. 30.
Follow @wrangler on social to keep up with the action.
Wrangler®, a Kontoor Brands (NYSE: KTB) brand, has been an icon in authentic American style around the world for more than 70 years. With a rich legacy rooted in the American west, Wrangler commits to offering unmatched quality and timeless design. Its collections for men, women and children look and feel great, inspiring those who wear them to be strong and ready for life, every day. Wrangler is available in retail stores worldwide, including brand flagship stores in Denver and Dallas, department stores, mass-market retailers, specialty shops, western outfitters, and online. For more information, visit Wrangler.com.
About Gronk Beach
Future Hall of Famer and 3X Super Bowl champion Rob Gronkowski has announced he is invading Miami with the inaugural GRONK BEACH festival. Constructed right on the sand of Miami Beach, GRONK BEACH will bring Rob Gronkowski’s eccentric personality to life combining a high end beach party environment with Rob’s favorite artists including Diplo, Kaskade, Rick Ross, Flo Rida, and Carnage, paired with amazing food, drinks, beach performers, and more. Having played in five Super Bowls, including the past three in a row, Gronk’s personal music festival is destined to be the premiere day party of Big Game Weekend.