d’s leading music festivals, told Inside Retail. Some of retail’s most successful collaborations have been in partnership with music festivals, including H&M’s longstanding annual collection with Coachella and Red Bull’s Music Academy Stage that pops up at international festivals. Today, activations and experiences at music festivals allow brands to go one or several steps beyond traditional advertising methods and be a part of a cultural moment. More than a sponsorship Brand sponsorships and partnerships have long been an important part of music festivals for both publicity and credibility. However, Laneway has its own criteria when considering prospective sponsors. “When we’re considering the role of Laneway Festival sponsors, our main question is ‘how is this going to enhance the punter experience?’,” shared Borazio. This year, Laneway has partnered with FMCG heavyweights like Heineken, White Claw, James Squire, Red Bull, Jose Cuervo, Malibu and Just Water to bring high-quality products to the festival’s grounds. “Whilst partnerships definitely help with some of the revenue required to deliver a national touring festival, for Laneway, it’s not about keeping the event on the calendar,” Borazio clarified. “It’s about collaborating to create something cohesive, unique and enjoyable for our patrons,” he continued. By activating at festivals like Laneway, brands can seamlessly integrate into the fan experience – encouraging not just a one-time purchase but potentially lifetime engagement. “Music festivals like Laneway offer brands a unique opportunity to connect with young, diverse and highly engaged audiences,” said Borazio. “They are one of the few places where thousands of people come together to experience a pure form of joy and connection,” he added.  Finding the right partner Music plays a large role in connecting consumers with brands in traditional advertisements – festivals offer brands a live platform to tap into and connect with music fans offline. This year, Laneway also signed Adidas to be its exclusive footwear and apparel partner for 2025 – where Adidas will host a clubhouse at the festival across Australia. “Laneway has always been about embracing culture, creativity, and pushing boundaries, which aligns perfectly with Adidas’ own ethos – we’ve always admired their commitment to supporting music, culture and creative expression,” stated Borazio. “This year, we saw a real opportunity to collaborate in a way that reflects both our values,” he added. An alignment that Borazio refers to as “simpatico” as both businesses are heavily invested in culture, creativity, and music. While Adidas may be best known for its sportswear, it was inducted last year into The Association of Music Producers Hall of Fame for its unparalleled use of music and sound to shape the image of its brand. Its partnership with Laneway is yet another stage where it can celebrate artists and connect with music fans. To take this partnership one step further, Laneway and Adidas tapped acclaimed Australian artist Jack Irvine to design this year’s limited-edition merch T-shirt.