The brand will act as a key sponsor of music festivals in Spain, Germany, France, Poland, Italy and the UK in order to reassert its presence as a "cool brand for the young and young at heart".
The touring activation will feature an "elaborate" stand where brand ambassadors will be on hand to engage with festival-goers. The Firestone Roadies will also organise special attractions and extra activties both inside the festival grounds and in car parks and campsites outside.
Firestone will round off the tour at the UK’s Reading Festival, which is taking place on 28-30 August. The music tour will begin on 28 May at Primavera Sound in Spain, before travelling to Germany, Poland, France and Italy.
The brand is also running a competition online, offering one fan of the brand to join the European tour as a festival roadie and report on the experience.
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