Like the rest of the U.S., Wrangler will be closely watching Super Bowl LIV in Miami on Sunday, Feb. 2. The heritage denim brand announced a series of events it’s hosting in honor of one of the biggest sporting events of the year, a move the company said would “bring cowboy cool to Miami.”
On Saturday, Wrangler is partnering with New England Patriots’ tight end Rob Gronkowski to throw the first-ever Gronk Beach, a high-end party in Miami Beach with performances from Diplo, Kaskade, Rick Ross, Flo Rida and Carnage.
Gronkowski—who has played in five Super Bowls—will be outfitted in custom Wrangler gear on the red carpet and will take over the brand’s Instagram for behind-the-scenes coverage.
“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,” Tom Waldron, Wrangler global brand president, said. “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.”
The day following the Super Bowl, Wrangler will launch “Breaking Boundaries,” a content series produced in partnership with sports news website Bleacher Report. The first installment, “Comparing Scars,” will feature two other athletes who embody Wrangler’s cowboy fearlessness—Detroit Lions’ wide receiver Danny Amendola and six-time world champion bull rider Sage Kimzey—and discuss some of their career highlights.
Wrangler’s close ties with football spans decades, with past notable partnerships including Super Bowl champions Brett Favre and Drew Brees.
