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Go, team, go! You’ll be seeing Wrangler at Super Bowl LIV this year! The brand is combining the best of rodeo, music, and football with several exciting activations based on their “Wear With Abandon” campaign, where they encourage all to live with strength and courage.

“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,” said Tom Waldron, global brand president at Wrangler. “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.”

In the past, Wrangler has partnered with Super Bowl champions Brett Favre and Drew Brees, and this year, they’re working with football stars Danny Amendola and Rob Gronkowski and bull rider Sage Kimzey. Rob Gronkowski, who has appeared in five Super Bowls, is hosting a music festival called Gronk Beach in conjunction with Super Bowl LIV. Acting as the unofficial Super Bowl LIV kickoff party, Gronk Beach will be held on Saturday, February 1st. The exciting, high-end beach party will feature Diplo, Rick Ross, Flo Rida, 3Lau, Kaskade, and Carnage. And, of course, Gronk himself will be on the red carpet decked out in Wrangler from head to toe. He’ll also be taking over the Wrangler Instagram during the festival to show some behind-the-scenes! After the Super Bowl, Wrangler is working with Bleacher Report on a content series called “Breaking Boundaries.” Danny Amendola and Sage Kimzey are featured in the first installment entitled “Comparing Scars,” during which the men share stories of their injuries and almost-injuries. Super Bowl LIV between the San Francisco 49ers and the Kansas City Chiefs will take place February 2, 2020 at Hard Rock Stadium in Miami Gardens, Florida. It will air at about 5:30 p.m. CST on FOX, and can be live streamed on the FOX Sports App. Rodeo and Wrangler booties are coming to Miami this year. Get ready, y’all!