Macy’s is hosting a massive rager for Millennials this Wednesday, and it starts at 5:45am. Daybreaker, the early-morning dance party startup we gave first-hand Millennial coverage of last year, has teamed up with the retailer to host 1,000 ravers with a DJ booth, dance floor, and obstacle course at their Herald Square location. Daybreaker focuses on wellness and provides a sober experience, and they’ve been partnering with more brands, like Nike, who see them as a “safer bet” than alcohol-related events. Macy’s previous Daybreaker partnership in December helped the brand sell their ugly Christmas sweater inventory in three cities. Tickets to this week’s party are already sold out. (Fortune)
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