The official name for this summer’s waterfront concerts is The LACOSTE L!VE Williamsburg Park Concert Series, according to Fashion Daily Mag. The details of Lacoste’s involvement is unclear, but the brand will have an interactive and eco-friendly “pop-up shop” at the venue, a re-purposed shipping container that will have men’s and women’s apparel and a listening station, among other features.
Lacoste debuted its “pop-up shop” at a Coachella party last month.
Jelly previously sponsored the series from its inaugural season in 2006 through 2010. Last year, Jelly moved its series first to the Rockaways and then to East Williamsburg.