University of Texas at Austin, September 1, 2025

News Summary

The University of Texas at Austin has partnered with Hollister Co. to launch the Hollister Feel Good Fest, a free music festival to kick off the football season. Scheduled for September 5, the festival will feature popular artists and activities aimed at students, including a pop-up shop for exclusive UT merchandise. This partnership includes Hollister as the official sponsor of the Longhorn City Limits concert series, enhancing the gameday experience and showcasing a variety of performers, further promoting school spirit and community engagement.

University of Texas at Austin

The University of Texas at Austin has announced a new partnership with Hollister Co. to introduce the Hollister Feel Good Fest, a free one-day music festival set to kick off the 2025 football season. The event will take place on Friday, September 5, 2025, and is expected to attract many UT students. This festival marks the first time the event is hosted on the university campus.

This collaboration is part of a multi-year agreement making Hollister Co. the official presenting sponsor of Longhorn City Limits (LCL), a gameday concert series situated on the LBJ Lawn. LCL is now entering its seventh season and remains free for all fans attending home football games.

Traditionally, Longhorn City Limits showcases a variety of artists, with over 80 acts having performed in the past, including big names like Black Pumas, Ludacris, and Nelly. Now, the addition of the Hollister Feel Good Fest aims to enhance the experience for students and football fans alike.

Event Highlights

The Hollister Feel Good Fest will feature an exciting lineup of headliners, including the DJ duo Two Friends, pop singer Natalie Jane, and country artist Adrien Nunez. In addition to the performances, Hollister plans to set up a pop-up shop at the festival, offering attendees a chance to purchase officially licensed UT merchandise along with exclusive items created for the event.

Partnership Benefits

This partnership not only brings entertainment to the campus but also serves as a strategic move for Hollister to bolster its brand presence among college students. By sponsoring the Hollister Student Hour, a dedicated hour of programming for students prior to home games, Hollister is tapping into the vibrant culture of the University of Texas.

Additionally, the agreement includes various gameday activations, giveaways, and Name, Image, and Likeness (NIL) partnerships with Texas athletes, enabling personal connections between brands and fans.

The official kickoff of Longhorn City Limits will occur on Saturday, September 6, 2025, just before the Texas Football home opener against San José State. This opening event aims to solidify the tradition of LCL while bringing new life through its collaboration with Hollister.

Background on Longhorn City Limits

Longhorn City Limits has become a quintessential part of the University of Texas gameday atmosphere since its inception. As a regular fixture for home games, it provides an opportunity for fans to engage with live music from a diverse range of artists, free of charge, promoting a sense of community among students and supporters alike.

Hollister, meanwhile, is enhancing its connection to the university by offering over ten officially licensed UT designs available in select stores and online, further promoting school spirit and pride.

Conclusion

This new partnership is poised to significantly enhance the gameday experience for the Texas Athletics community, creating memorable experiences and unforgettable performances to kick off the football season.

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