GREENSBORO, NC–(BUSINESS WIRE)–The iconic American denim and casualwear brand is set to take part in one of the country’s most beloved cultural events. Lee® will serve as the category sponsor of the 2022 bonnaroo® Music and arts festivalwhich runs June 16-19 in Manchester, Tennessee.
Lee® is kicking off its sponsorship tonight with a private cocktail reception at the new Soho House in South Nashville’s artsy district. Located 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 preview of his upcoming show at Bonnaroo®.
“Live music is back, and we’re thrilled to have Tai Verdes create this special performance,” said Brigid Stevens, Global Vice President of Marketing, Lee®. “Lee® has always celebrated originals – those who go their own way and create their own success – and Tai embodies that personality. His music has a sense of optimism and positivity that the world needs right now.
Lee® will continue to showcase the spirit of originality at Bonnaroo with a dual presence for attendees and performers. A backstage custom patch station will provide artists and performers with unique apparel. Meanwhile, at Centeroo, festival-goers will leave their mark on a one-of-a-kind work of art: the Original Lee Tree. The tree stands over 12 feet high by 24 feet wide and is made with over 900 square feet of scrap metal Lee® Jeans. Participants will help this life-size “blue willow” grow by decorating leaves to add throughout the festival.
“As a brand that has been woven into music and culture for decades, we are thrilled to join Bonnaroo as this summer’s festival sponsor,” said Stevens. “Bonnaroo is distinguished by showcasing avant-garde musical and artistic talent from diverse backgrounds. This diversity corresponds to Lee®’s value to serve the many, not the few. We look forward to seeing guests interact with the tree – which serves a purpose of providing shade as well as a very engaging experience.
In addition to these activities, Lee® and Bonnaroo have held a nationwide raffle to send 10 lucky guests to the four-day festival, which will feature headliners such as Machine Gun Kelly, Stevie Nicks, Robert Plant and Alison Krauss, Herbie Hancock, Gryffin, J. Cole, The Chicks and Tool. The brand has 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 casualwear label. Lee®The collections of include a unique range of jeans, trousers, shirts, shorts and jackets for men, women and boys. Founded by HD Lee® and backed by over 130 years of design and craftsmanship, Lee®Motion-inspired innovations, versatile styling and superior fit continue to inspire generations of brand loyalists. For more information, 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. Her single, “Stuck in the Middle”, quickly took off and reached No. 1 on Spotify’s US Viral Chart. Since its release at the end of May 2020, it has since been viewed more than 3 billion times and praised by The New York Times as one of the “best songs of 2020”. His first album, TV, reached #3 Billboard Heatseekers album and Spotify debut album #5.
Verdes’ follow-up single, “AOK,” amassed over 1.3 million TikTok creations, landing it number 1 on Billboard Emerging Artists Chart. It landed at #12 on the Pop Radio Top 40 and #34 on the Billboard Hot 100. Tai performed on Jimmy Kimmel Live! and TODAY show, as well as Lollapalooza 2021 and will perform at Bonnaroo 2022.
TAI VERDES: INSTAGRAM | tick tock | YOUTUBE | TWITTER