Smiley and denim brand Lee Jeans are signing off on their successful European partnership for SS18, with an exciting activation at the world-renowned Elrow Town Festival. Elrow have carved out a unique reputation for creating the ultimate festival experience during a two-day immersive dance music event, known for its immense production values. From stilt walkers and giant inflatable creatures to glitter cannons, Smiley and Lee Jeans, along with tens of thousands of colourful, glitter cladded, costume wearing partygoers put on the ultimate ‘pool party’ at Elrow Town in Amsterdam, Antwerp and London. Providing the perfect backdrop to celebrate the best-selling Lee x Smiley denim collaboration for Summer 2018, an exclusive activation was designed to travel across all x3 festival sites, paying homage to the collection's theme of celebrating the sunshine and partying long into the night. Featuring a custom built SmiLee pool adorned with Smiley faces, filled with thousands of yellow balls, created to give off a ‘pool party’ vibe for revellers at this years’ festival. “Smiley continues to be work with the world’s leading brands to leverage our authentic reputation as an icon of the electronic music party scene,” said Maria Raposo VP - Marketing. Smiley. “The partnership with Lee Jeans at Elrow showcases yet another great story of how when you work with Smiley - you don’t just get trend led, best selling collections, but also an incredibly positive marketing message to create meaningful and memorable customer experiences that consumers want to share!” A joint 360 marketing program was a key element of the Lee and Smiley partnership, making the 12-piece SmiLee line, a sought after sold-out collection. Elrow Town Festival takes place at NDSM Docklands in Amsterdam on the 8th September 2018.