– ellesse® – the Italian sports apparel brand owned by Pentland Brands – has announced the start of a three-year partnership with the electronic music festival based in the Alps, Tomorrowland Winter. As the official sponsor, ellesse will be working with the festival to bring its rich heritage of fashion-meets-sport to the Alps. 

Taking place from 19-26 March, the festival will see 18,000 people from more than 100 countries hit the slopes for a week of dancing and snowsports, amidst a magical winter wonderland setting with an altitude of over 2000m in the French Alps resort of Alpe D’Huez.

As part of the partnership, the brand will play host at the Crystal Garden by ellesse stage where some of the world’s best DJs will be playing unmissable sets. Some of the names gracing Tomorrowland Winter this year will include Afrojack, Kolsch and Dimitri Vegas and Like Mike. Alongside this, not only will ellesse be re-entering the world of ski-apparel by exclusively unveiling its brand-new AW22 winter sports line at the festival, there will be a specialist ellesse pop-up shop selling the latest snow collection. To further immerse festival-goers into the brand world, ellesse will be hosting other surprise activations throughout the festival, encouraging attendees to ‘Be Bold’. 

Simon Breckon, Global Brand Director for ellesse, commented: 

“Now, more than ever, people are looking for real life experiences that allow us to boldly live in the moment and  express ourselves. This is why we’re so thrilled to announce our partnership with Tomorrowland Winter, an experience that celebrates unity and community.

The festival brings some of the biggest DJS to the French resort and with it, a fun and sociable atmosphere that matches perfectly with our be bold and self expressive ethos. ellesse is always at the heart of the party so we’re looking forward to the next three years at the winter festival. ” 

Alongside this, ellesse will also be curating specialist video content showcasing the boldness of the brand on the slopes which will include ellesse snowsport ambassadors and will be available to view both throughout the festival and via its social media.