Now named New Look Wireless, the event will be held in London’s Finsbury Park, and while specific details of planned activations have not been revealed, the brand has said it will be using the headline sponsorship to further engage with its male audience.
The retailer added the new platform will allow it to launch its brand onto the music scene, and aims to create the ‘most stylish festival yet’.
The festival, which will be headlined by acts such as Drake, David Guetta and Nicki Minaj, is the culmination of a three-month-long summer partnership between New Look and the festival’s organiser Live Nation. It will give customers the chance to win tickets to Academy Music Group venues around the UK and provide prizes, festival access and behind-the-scenes content at the festival.
Gillian Moore, group marketing director at New Look, said: "This is a first for New Look and something we are extremely excited about. It’s a chance for us to engage with our customers in a completely different way and combine fashion and music on a huge scale.
"We’ve listened to our customers and know they love festivals – we are so delighted to be able to bring this to life and announce this partnership."
Steve Homer, Live Nation’s Wireless promoter, added: "Since its inception in 2005, Wireless has cultivated an extremely loyal fan base of digitally native early adopters who live at the cutting edge of music and fashion.
"This exciting partnership with New Look provides a perfect combination of both and reflects our on going commitment to giving our fans an unrivalled festival experience whilst witnessing spectacular performances from globally renowned acts."
New Look joins Somersby cider, Tuborg, Pepsi Max and Capital FM on Wireless' sponsorship roster.
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