Lee Brand Launch

Lee European Brand Launch in 2007 was more similar to a rock festival than to a businessmen’s convention. Everything, from the new collection to the presentation of the new advertising campaign Make History was driven by a “think big” mood.

Then, from 8PM until midnight, theory came to practice: a real rock festival was held under the label “Lee Rocks Antwerp” featuring local and international indie bands. This choice paid off, as loads of youths attended the event and it added up much towards the targeted product positioning.