Published on May 7th, 2024

Location: France

Kappa joins forces with Les Ardentes festival for the next three years

Paris, May 7, 2024 – Kappa, the iconic Italian sportswear and lifestyle brand, has become a partner of the Les Ardentes music festival. This union, orchestrated by SPORTFIVE, the international sports marketing agency, fuses Kappa's fashion heritage with the vibrant energy and fervent atmosphere of Les Ardentes festival, offering a unique experience for music and streetwear fans.

A collaboration combining the world of fashion with hip-hop culture

The Ardentes festival is recognised as one of the most emblematic musical events in Europe and the biggest hip-hop festival in the world, with over 250,000 festival-goers over 4 days in Liège (Belgium). By joining forces with Les Ardentes, Kappa is naturally reinforcing its commitment to hip-hop cultures and the contemporary music scene, and continues to dress many of the well-known amateur artists from the Omini banda.

This new partnership will see the creation of 16 merchandising products in the festival colours and bearing the Kappa logo. These will be unveiled on 14 May and available for purchase on kappa.fr and the festival website.

Rémi GARNIER, Country Manager Kappa France, says: "We're delighted and proud to be associated with Les Ardentes Festival for the next 3 years! A key festival on the European music scene, Les Ardentes attracts over 200,000 people over 4 days and continues to grow. This represents a unique opportunity for Kappa to reach a young, dynamic audience who share our brand values of fun and sharing. As we are already present at other festivals in the USA, Spain and Italy, it was important for us to pre-empt the French-speaking scene.  In addition to our long-standing partnerships in sport, which bring communities together, we believe in the power of music and hip-hop culture to cultivate, inspire and bring creativity to life around Kappa.

For their part, Jennifer WUILQUOT, Director of Les Ardentes Festival, and Thomas Held, Managing Director of Fimalac Entertainment, are also delighted with this long-awaited collaboration. "Through this partnership with Kappa, we can offer our festival-goers, who are keen on streetwear, sport and collaborations, a unique range that reflects the image of the festival. Kappa has also been able to share its know-how with us so that we can offer the ideal products and designs to our public", the festival team emphasised.

Antoine VIELHESCAZE, VP Marketing & Sales Strategy SPORTFIVE France: "We are delighted to have signed this innovative partnership between Kappa, an iconic player in the sports and lifestyle industry, and Les Ardentes, a key festival in the urban music scene. We were keen to help Kappa identify the best music strategy to implement. Thanks to our understanding of the brand's challenges and the expertise of our partner Fimalac Entertainment, the association with Les Ardentes came about very naturally. This collaboration marks a significant step forward in our commitment to explore new territories for our partners, expanding their opportunities to connect with a passionate and engaged audience."

  • About SPORTFIVE

    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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