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Brand Kicks Off Festival Season Tonight with Private Party at Soho House Nashville Featuring a Performance by Tai Verdes
GREENSBORO, N.C., June 14, 2022--(BUSINESS WIRE)--America’s iconic denim and casual apparel brand is ready to jam with one of the country’s best-loved cultural events. Lee® will serve as a category sponsor of the 2022 Bonnaroo® Music & Arts Festival, which runs from June 16-19 in Manchester, Tennessee.
Lee® kicks off its sponsorship tonight with a private cocktail party at the newly opened Soho House in South Nashville’s art district. Set in the Sock Room from 7-10 p.m., the event features a performance by chart-topping sensation, singer-songwriter Tai Verdes, offering an exclusive sneak preview of his upcoming show at Bonnaroo®.
"Live music is back, and we are thrilled to have Tai Verdes creating this special performance," said Brigid Stevens, global vice-president of marketing, Lee®. "Lee® has always celebrated the originals – those who follow their own path and create their own success – and Tai embodies that persona. His music has a sense of optimism and positivity that the world needs right now."
Lee® will continue showcasing the spirit of originality at Bonnaroo with a dual presence for attendees and performers. A custom patch station in the backstage area will offer artists and performers unique apparel. Meanwhile in Centeroo, festival goers will make their mark on a one-of-a-kind piece of art: the Original Lee Tree. The tree stands over 12 feet tall by 24 feet wide and is made with more than 900 square feet of scrap Lee® denim. Attendees will help this life-size "blue willow" grow by decorating leaves to be added throughout the festival.
"As a brand woven into music and culture for decades, we are excited to join Bonnaroo as a sponsor of this summer’s festival," said Stevens. "Bonnaroo is distinguished for spotlighting trailblazing music and art talents from a variety of backgrounds. That diversity aligns with Lee®’s value to serve the many, not the few. We look forward to seeing guests interact with the tree – which offers purpose of providing shade as well as a very engaging experience."
In addition to these activities, Lee® and Bonnaroo held a national sweepstakes to send 10 lucky guests to the four-day festival, which will spotlight such headliners as Machine Gun Kelly, Stevie Nicks, Robert Plant & Alison Krauss, Herbie Hancock, Gryffin, J. Cole, The Chicks and Tool. The brand also created a special Lee® x Bonnaroo tee, now available for sale on Lee.com.
Lee®, a Kontoor Brands (NYSE: KTB) brand, is an iconic American denim and casual apparel brand. Lee®’s collections include a uniquely styled range of jeans, pants, shirts, shorts and jackets for men, women, and boys. Founded by H.D. Lee® and backed by over 130 years of purposeful design and craftsmanship, Lee®'s movement-inspired innovations, versatile styling and superior fit continue to inspire generations of brand loyalists. For more information, please visit www.lee.com.
About Tai Verdes:
Three months into the COVID-19 pandemic, Tai Verdes was an essential worker at a Los Angeles store, posting videos of his songs on TikTok. His breakout single, "Stuck in the Middle," soon took flight hitting #1 on Spotify’s US viral chart. Since its release in late May 2020, it has since been viewed more than 3 billion times and was hailed by The New York Times as one of the "Best Songs of 2020." His debut album, TV, achieved #3 Billboard Heatseekers album and #5 Spotify debut album.
Verdes’ follow-up single, "A-O-K," has amassed over 1.3 million TikTok creations, earning him #1 on Billboard’s Emerging Artist Chart. It landed at #12 at Top 40 Pop Radio and #34 on the Billboard Hot 100. Tai has performed on Jimmy Kimmel Live! and The TODAY Show, as well as Lollapalooza 2021 and will perform at Bonnaroo 2022.
View source version on businesswire.com: https://www.businesswire.com/news/home/20220614005786/en/
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