The University of Texas at Austin Athletics
Hollister to present Longhorn City Limits at University of Texas
08.27.2025 | Football, Texas Athletics
Texas Athletics teams with retailer to bring Hollister Feel Good Fest to campus for the first time, launching the 2025 football season in Austin.
AUSTIN, Texas and NEW ALBANY, Ohio – Texas Athletics and Hollister Co. ("Hollister"), the global brand of Abercrombie & Fitch Co. (NYSE: ANF), today announced a multi-year agreement for the retailer to serve as the official presenting sponsor of Longhorn City Limits (LCL).
Located on the LBJ Lawn and free for all fans, Longhorn City Limits (LCL) is entering its seventh season as college football's premier gameday concert series. Featuring national and regional artists, LCL has been the home of countless gameday memories for Longhorns fans by welcoming over 80 different acts to the Forty Acres that have included Black Pumas, Charley Crockett, Flo Rida, Gary Clark, Jr., Ludacris, Midland, Nelly, Pat Green, Rick Springfield, Salt-N-Pepa, Spoon, Tanya Tucker, Third Eye Blind, Zach Bryan and more!
To kick off the partnership, Hollister will debut its first-ever college campus edition of Hollister Feel Good Fest—a free, one-day music festival experience for University of Texas students on Friday, September 5, at the LBJ Lawn. The Hollister Feel Good Fest lineup will feature headliner Two Friends, the prominent producer/DJ duo behind the cult-favorite "Big Bootie Mix" series; rising pop star Natalie Jane; and Adrien Nunez, a country music singer-songwriter. Hollister will also host a one-day retail pop-up shop offering attendees the opportunity to purchase fashion-forward officially licensed University of Texas merchandise from Hollister, exclusive event merch, immersive photo opportunities, and more.
"Live music is at the heart of Austin—and at the heart of Hollister. That's why the University of Texas was the perfect stage for our first-ever campus edition of Hollister Feel Good Fest. We're bringing together the energy of a music festival with the excitement of football for an unforgettable home opening weekend here in Austin," said Carey Collins Krug, chief marketing officer at Abercrombie & Fitch Co.
Longhorn City Limits will open officially on Saturday, September 6, at 8 a.m. prior to Texas Football's home opener versus the San José State Spartans.
"This exciting new collaboration with Hollister enhances our brand immensely," said Chris Del Conte, vice president and Folger Family Athletics Director at The University of Texas. "It strengthens our ability to grow what has already become an iconic Texas gameday tradition in Longhorn City Limits and helps create more incredible memories for Longhorn Nation for years to come. Plus, having an even larger selection of UT-branded products at Hollister retail stores as well as other Texas-themed activations further broadens national brand presence."
The sponsorship, which was brought to life by Longhorn Sports Properties, a division of Learfield, marks the retailer's inaugural college athletics sponsorship. In addition to Longhorn City Limits and Hollister Feel Good Fest, Hollister will serve as the presenting sponsor of Hollister Student Hour, an exclusive hour of programming for UT students inside Darrell K Royal-Texas Memorial Stadium beginning three hours prior to kick-off at every home game. The retailer's sponsorship will also include various gameday activations, product giveaways, and NIL partnerships with dozens of Texas athletes, including Colin Simmons, Rori Harmon, Trey Owens, and more.
Hollister currently offers more than ten officially licensed University of Texas designs in various men's and women's styles in select stores and online at hollisterco.com now.
ABOUT HOLLISTER
Hollister creates quality apparel, accessories and fragrance made for capturing moments, creating memories and being unapologetically you. Hollister Co. is a brand of Abercrombie & Fitch Co. (NYSE: ANF) and is sold through more than 500 stores worldwide and at hollisterco.com.
ABOUT LEARFIELD
Learfield is the leading media and technology company powering college athletics. With ties to over 1,200 collegiate institutions and more than 12,000 local and national brand partners, Learfield delivers influence and reach to target audiences through licensed merchandise, game ticketing, donor identification, exclusive content, NIL solutions, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors' Cup, supporting athletic departments across all divisions.
