MUMBAI: GNC Holdings has announced a new partnership with the Bonnaroo Music & Arts Festival, which takes place this year from June 11-14 in Manchester, Tennessee. As part of the partnership, GNC will execute a multi-faceted strategy that consists of on-site experiences, outbound media and GNC support, before, during and after the festival.

At the festival, GNC will occupy a 60'x40' footprint called LIVE LOUD Live Well powered by GNC located within the front of house area known as Centeroo that will include a 40'x40' enclosed tent as well as a 40'x20' outdoor patio space. In addition, GNC will also be the presenting partner of the festival's third annual Roo Run, a 5K race that is held on Saturday morning of the event.

"As a global leader in health, wellness and performance products, it is only natural that we partner with the Bonnaroo festival, one of the music scene's leaders in celebrating a healthy and positive lifestyle," said Jeffrey R. Hennion, Executive Vice President & Chief Marketing & e-Commerce Officer of GNC.  "We are looking forward to bringing the LIVE LOUD Live Well GNC experience to Bonnaroo to enhance the Roo experience for all."

"We're really excited to welcome GNC to the Bonnaroo family," said Rich Goodstone, Co-founder of Bonnaroo. "The GNC team has fully embraced our community, what it stands for, and will add to the message of positivity through its Live Well mission."

Superfly, the co-founding company behind Bonnaroo, will be the force behind activating GNC's on-site space titled LIVE LOUD Live Well powered by GNC. The indoor space will feature a GNC product sampling and sales bar, where attendees will have the opportunity to try a multitude of GNC products including, among others, the full line of Total Lean ready-to-drink protein shakes and bars in a variety of flavors as well as GNC Puredge™, the new standard for whole-food-based sports nutrition products. Other activities within the space include: a photo booth with social sharing capabilities, classic games like foosball and pop-a-shot arcade hoops, "recharging" stations for electronics, lounge seating, and interactive group activities that promote the message of health and wellness. Fans will also have a chance to win GNC-branded giveaways, with major prizes including 2015 instant VIP Ticket Upgrades and tickets to Bonnaroo 2016. The outdoor space will have hammocks and classic lawn games.