When it comes to summer music festivals, what you wear is just as important as the music. On the heels of releasing its line-up for 2014, Bonnaroo Music & Arts Festival announced that Teva would be the official sandal sponsor. “The simplicity, utility and freedom of sports sandals make them the ideal footwear for summer festivals,” says Lucas Martinez, Teva’s marketing manager.
It’s all part of the active lifestyle brand’s 30th anniversary year, which will also see the reintroduction of the Originals Collection, launching with a new global campaign and a facelift in March. “We are extremely proud of the community that has developed around the festival, and we’re very protective of it. Every partner we bring in needs to enhance the experience for the Bonnaroo community, and we feel Teva can do just that,” says Chad Issaq, EVP business development and partnerships at Bonnaroo.