America’s iconic denim and casual apparel brand, Lee, is ready to jam with one of the country’s best-loved cultural events. The brand 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 the purpose of providing shade as well as a very engaging experience.”
In addition to these activities, Lee® and Bonnaroo held a national sweepstake 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.