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Lee® launches new brand campaign with King

– Popular Hindi rapper to showcase Lee’s legacy and passion for innovation

Bengaluru, October 06, 2023: Lee® today announced the launch of its new festive season campaign titled “Lee: Home of The Real Denim”. The campaign features popular rapper King with the aim of reinforcing the real denim positioning of Lee®.

Lee®, the legendary denim brand has maintained its strong connect with the millennials and Gen Z. Today, it is synonymous with denim and serves as both a symbol of globalization and a youthful spirit. The new campaign is built around multiple ad films starring the rapper and youth icon King. The films reiterate Lee’s iconic brand image while building on the rapper’s youthful image.  The films highlight Lee® as the ultimate choice for high-quality denim known for durability.  Ever since 1889, Lee® has always stood for its pioneering spirit and innovation, such as the world’s first-ever zip fly jeans – 101Z in 1927, iconic ‘Hair-on-hide’ leather label and ‘Lazy S’ back pocket stitching. The legendary denim brand has thus transformed from a practical-and-durable-workwear maker to a contemporary-and-trendy fashion giant.

In the first film, the scene unfolds in a restaurant with King having brunch. The chef spots the distinctive Lee® denim King is wearing. In a fit of rage, he goes to the kitchen and attempts to slice the jeans he was wearing while he’s in a pair of boxers. The screen shows the text “If It’s Not Lee, It’s Not Denim”. The scene transitions to the final shot with King sitting on a stool. The screen displays the message “Lee, Home of The Real Denim”.

Here’s the link to the first film that has gone live on social media platforms YouTube, Facebook, Instagram, Google and Twitter. It will go live on the popular OTT platform Disney+Hotstar on 08th Oct. The other films in the series will go live later in October.

Commenting on the campaign, Nitin Chhabra, CEO, ace turtle said, “We are excited to launch the new brand campaign for Lee® during the ongoing Cricket World Cup that coincides with India’s festive season. We’ve onboarded King who represents both the aspirations of the youth of today. He also manifests the confidence that stems from being comfortable in one’s own skin. We believe that all these traits align well with the image Lee® has built over the years. We are confident that the campaign will help to build on Lee®’s brand equity and help us drive more footfall at our retail stores and traffic on online channels. We aim to significantly grow Lee®’s business in India by the end of the current fiscal year.”

Expressing his excitement, King said, “To me, Lee® is more than just a brand; it’s a timeless legacy of denim that resonates deeply with me. Lee® stands for authenticity, innovation and quality which are values I admire and work towards. I’m excited to be a part of this campaign and help reinforce Lee®’s iconic positioning in the minds of Indian consumers.”

Sharing the marketing viewpoint, Lokesh Kataria, CMO, ace turtle said, “Lee’s legacy extends to over a century combining the heritage of denim with the contemporary ethos of embracing one’s true self. The timeless nature of the brand and its relevance to our Indian consumers is the main idea that we’ve aimed to capture through the three films. Our objective is to bring out the association between Lee® and King with an integrated communication approach, driving greater consideration for the brand in the ongoing cricket-cum-festive season.”

ace turtle is the exclusive licensee of Lee® in India and other South Asian markets. It has expanded Lee’s physical retail store network across India with many stores. Lee® is currently available at exclusive brand outlets and leading departmental store chains such as Lifestyle, Shoppers Stop, Pantaloons and Centro among others. The legendary global denim brand is also available online at its dedicated webstore www.lee.in along with popular online marketplaces such as Amazon, Flipkart, Myntra, Ajio, Tatacliq and Nykaa.

About Lee®

Lee®, a Kontoor Brands (NYSE: KTB) brand, has been a pioneer in purposefully designed denim and casual apparel for more than 130 years. As an iconic American brand, Lee’s heritage is filled with fashion firsts marked by innovative fits, era-defining silhouettes, and legendary details in styles for men. Lee’s youthful energy, unrelenting optimism and fearless confidence have created generations of brand loyalists across the globe. For more information, visit www.lee.in.

About ace turtle:

ace turtle, new India’s leading tech-native retail company is spearheading the retail industry’s next phase of transformation. The company is vertically integrated from design, local manufacturing and marketing to reach consumers directly. ace turtle is powered by its proprietary technology which uses data science from design to fulfilment to meet ever-evolving consumer expectations. Bengaluru and Singapore-based ace turtle is the exclusive licensee of iconic global brands Lee®, Wrangler®, Toys“R”Us® and Babies“R”Us® for India and other South Asian markets.