Coca-Cola Returns with Roller Rink for Lollapalooza 2025

Chicago, IL — Coca-Cola will bring back its popular Coke Studio Roller Ring at the Lollapalooza music festival in 2025. The festival will take place at Grant Park from July 31 to August 3.

The addition of the roller rink drew significant attention during the previous summer festival. It featured a live DJ and provided fans with roller skates to enjoy. After skating, attendees could relax at the nearby Coca-Cola Chill Lounge, which offered shade, seating, and phone charging stations.

“Coca-Cola is one of our marquee partners at Lollapalooza, and the Roller Ring was the centerpiece of their activations in Grant Park,” said Sam Elkin, Director of Brand Partnerships at C3 Presents. He noted that the roller rink was located next to Buckingham Fountain, making it a standout attraction at the festival.

Research from last year’s partnership revealed that attendees who participated in the Coca-Cola Roller Ring experience were 67 percent more likely to express a positive view of the brand. Additionally, three out of four fans indicated they would be more inclined to purchase Coca-Cola in the future.

Live Nation produced the activation in collaboration with the Coca-Cola Trademark brand team and the company’s Entertainment, Partnerships, Influencers, Culture & Sports team. Key marketers included Sue Lynne Cha and Eric Kacker.

This initiative exemplifies the growing trend of branding in live events, where companies seek to enhance their visibility through innovative experiences. The Coca-Cola Roller Ring has proven to be a successful element in appealing to festival-goers.