April 6, 2018
Run in conjunction with the label’s licensing agency IMG, the Big Yellow Bus will stop at Thorpe Park from July 11 to Aug. 25 and host a number of music artists who will perform on the bus’ rooftop stage. The brand will also host a Battle of the DJs judged by Freshman’s Fraternity collaborator DJ Yoda on July 11. Finalists in the Battle of the DJs will be fighting it out for the opportunity to support DJ Yoda on stage later this summer, with the winner also receiving a whole host of American Freshman products.
Next to the traveling music stage, an integrated pop-up retail store will feature the latest American Freshman products including clothing, hats, bags, sunglasses and the new American Freshman fragrance.
“The concept of the Big Yellow Bus is the embodiment of the AmericanFreshman brand in physical form," says Matthew Primack, vice president, licensing, IMG. "Freshman is adventurous, active and fun so it makes sense that the Bus should visit Thorpe Park Resort and share summer holiday experiences with park visitors. As well as the Battle of the DJs, a wide selection of up-and-coming music artists will perform while the bus is in residence, meaning the aspiration of youth and opportunity that the Freshman brand personifies will be at the forefront of our activity.”
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