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The swing dancing company, which was backed by Dragons’ Den investor Deborah Meaden three months ago and recently performed at this year’s Event Awards, will be hosting Swing Dance Balls between October 2014 and February 2015. Events will take place in Birmingham, Manchester, Bristol, London, Edinburgh, Reading and Plymouth.

Hosted by Swing Patrol’s founder Scott Cupit, each night will feature a live swing band, lindy hop lessons for absolute beginners, a floor show from the dancing company’s professional performers, dance competitions and the chance to win Keds’ footwear.

The plimsoll brand will bring representatives to promote its products at the events, and a Keds’ selfie photobooth will give ball-goers a branded memento of their lindy hop experience.

Noah Bernard, brand director of Keds, said: "The awareness of the mix of classic and contemporary style of swing dancing has rocketed since Swing Patrol’s success on Dragons’ Den. It’s important that Keds recognises its place within swing culture as lindy hoppers’ shoe of choice by contributing to the community’s success.

"Swing is about head-to-toe style, authenticity, enthusiasm and a sense of fun – which are core values of the Keds fashion brand. Teaming Swing Patrol’s Keds-wearing dancers with other dancers around the UK at the Swing Dance Balls will spread the joy of this energetic, sociable and stylish pastime."

Meaden added: "Swing Patrol isn’t just the world’s largest swing dance school. It’s a corporate entertainment company and an extremely valuable sponsorship opportunity for brands that want to associate with style, energy and fun. We will be working with Swing Patrol to build its business-to-business offerings and revenue streams over the next few months.

"These will include a company Christmas party package offered across Swing Patrol’s network of venues and a range of dance troupes and teachers for corporate events such as awards shows, trade shows, conferences and large dinner events."

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