With its stock on the rebound, a new ad campaign and renewed excitement in its stores, The Gap, Inc. is using sponsorship to keep the momentum going for its namesake chain.

The retailer best known for khakis and casual apparel this year is sponsoring three music properties: Lollapalooza, the Bonnaroo Music & Arts Festival and the four-stop Wanderlust music and yoga get-together.

The Gap—which saw its fortunes plummet in the 2000s due to management mishaps and merchandising blunders—has posted a rebound over the past year following the rollout of new merchandise and marketing initiatives.

Those include the “Be Bright” and “Be Your Own T” marketing campaigns.

The Gap is using sponsorship to bring those initiatives to life. For example, the retailer partnered with the music festivals to support the “Be Your Own T” campaign and position the T-shirt as a medium for self-expression.

“We’ve reinvented our T-shirt collection from the ground up, offering a T-shirt that fits everyone’s personality, style, passions and budget,” said Seth Farbman, Gap’s global chief marketing officer, in a statement.

The Gap will activate Lollapalooza by distributing T-shirts in the festival’s VIP lounges.  Attendees at the Aug. 3-5 event will be able to customize the shirts using on-site silk screen machines, said Stacey Rodrigues, event merchandising manager with C3 Presents, which produces the music fest.

The Gap also will provide product for Lollapalooza’s official commemorative T-shirts. The shirts will list the bands that performed at the festival but not the Gap brand, said Rodrigues, noting that event has historically kept the shirts clean from sponsor messaging. C3 will sell the shirts at the festival and through its Web site.

The event producer has sold roughly 65,000 commemorative T-shirts over the past three years.

C3 is working with The Gap on in-store promotions, including the possibility of selling the commemorative shirt in local stores, added Rodrigues.

“We’re always interested in working with brands that can help us reach new audiences or make a deeper connection with existing fans.”

The Gap also is supporting the “Be Your Own T” campaign with two social media initiatives. One program encourages consumers to recycle used T-shirts into flip-flops, beach bags and other fashion accessories, while the other centers around a tie-in with fashion and lifestyle blogs.

The retailer also is promoting the campaign through a series of “T” installations that feature real T-shirts. Gap will set up the installations on billboards and in stores in Chicago, Dallas, Los Angeles and other markets.

In addition to its eponymous chain, The Gap, Inc. operates four other brands:
Banana Republic, Old Navy, Piperlime and Athleta. Ties include Susan G. Komen for the Cure (Old Navy) and USA Water Polo (Athleta).